That many of these churn can indeed be a loss of revenue, in other cases the message may be different. In a comScore study conducted last year among North American online shoppers who had left the purchase process unfinished, we found some interesting findings: 57% of those surveyed admitted that they had no intention of making a purchase, but wanted to know what the final amount would be, including shipping costs. Another 56% commented that they did not want to make the purchase at that moment, but rather thought about saving the basket for a later purchase. 55% found that shipping costs were higher than expected. 51% abandoned the purchase when verifying that the amount was not going to be enough to get free shipping.
Over the last four years, the average number of unfinished purchases has hovered around 60%, which means, for all practical purposes, that 6 out of 10 customers who placed items in the cart did not buy them in the end. While bounce rate is a pretty useful Gmail Email List metric, it can be misunderstood if you don't see the entire checkout process. Consumers are using shopping carts to compare online prices and shipping costs, or treating their carts like shopping lists that they ultimately complete in-store. The growing number of consumers searching on their smartphones is inflating abandonment rates. In many cases, it happens that consumers leave the baskets in purchase processes, initiated on smartphones, and then sit down in front of a desktop computer and complete them.
In order to increase completion rates, e-commerce companies need to revisit many of their previously held beliefs and reconsider their strategies for getting searchers to buy. Combine the functions of shopping list with shopping basket; Investigate the reasons for abandonment and offer good reasons for the consumer to return. In this line, sending emails is one of the most common practices at the moment. Reassess the metrics used to measure buyer attitude. Some dropouts may be the reflection of dissatisfaction about the products, services or prices, but in other cases it may be the announcement of a purchase in the physical store, a visit initiated in a different terminal, or we are simply facing the return produced by a change of mind.