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Don’t Forget To Mobilize Abandoned Shopping Carts

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Shopping cart abandonment and ways to deal with it have long been a topic of interest to those who sell products online. From the first days of simple shopping carts to today’s complex carts with a plethora of bells and whistles to help businesses recapture interest from those who show interest but fail to complete the purchase, the key goal still remains – make the sale.

The rapid rise in shopping activity in the mobile environment adds another factor to the mix. As Affiliate Window’s recent case study of Ve Interactive, a company which handles recovery efforts for abandoned shopping carts, shows, emails about an abandoned cart that are sent to and read on a mobile device are effective. Recent stats show that 13% of the sales made by Ve came via a mobile device (more than twice as many as across the entire Affiliate Window space).

With almost 30% of all emails being read on mobile devices (Knotice), it’s clear that retailers need to ensure that the appearance and functionality of items in emails they send is stellar. Even more important is ensuring that retargeting emails sent to encourage the completion of a shopping cart purchase are pleasing to the eye, informative, easy to interact with, and work well in all of the available mobile environments. Otherwise, your reminder about an abandoned shopping cart is unlikely to provoke action – scaling the message and appearance of an email to be effective at driving clicks back to the site and ultimately through the remaining shopping cart steps will only become more and more vital as time goes on. It’s well worth spending some time up front to ensure that your messages come across loud and clear on the major devices operating the under the Android, Blackberry, and iPhone platforms.

Some retail sectors are still leading the pack in terms of attractiveness to users of mobile devices. The daily deals sector of companies like Groupon continues to be one that flourishes in the mobile environment. As its products (the daily deals) are temporary in nature, the quickest way to access information about them has become the preferred means of contact – and email and mobile fit that best.

It’s true that mobile is still over-represented in some retail sectors, but the day will soon be here when all sectors have a significant footprint in mobile. After all, US mobile ad spending is forecasted to rise from $3.2 billion in 2012 up to $16.8 billion in 2017 (Source: BIA/Kelsey Mobile Local Ad Revenuse to Reach $9.1 Billion in 2017). Being proactive about making communications with customers and clients the best they can be in the form those customers expect and want is just plain good business practice.

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Source: The research upon which this article is based was conducted by Matt Swan, Client Strategist at Affiliate Window. More details on the case study is located at Affiliate Window.

Image:  Mobile Shopping Cart via Shutterstock

About the Author

Frances Krug has worked in market research since graduating from UCLA with an MA and CPhil in Latin American history. As an editor and online content provider for the last 7 years, she currently is Associate Editor at iNET Interactive, where she also directs Search Marketing Standard's email marketing program.

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