Working hard to gain visibility, attract potential customers, and motivate them to add items to their cart only to see them ultimately abandon it is despairing. Referred to as “shopping cart abandonment,” a measure arrived at by dividing the total number of shoppers who actually purchased by the far larger number of those who merely put something into their cart, it is a critical indicator of website performance.
A September 2006 MarketingSherpa.com article presented the results of a shopping cart abandonment survey study of 1,100 e-commerce marketers. The average reported cart abandonment rate was 59.8%. Roughly one out of every two visitors who adds an item to their shopping cart ultimately abandons it instead of completing their purchase.
This alarming statistic amplifies a call to action for e-commerce businesses to use effective marketing strategies to streamline and optimize their ordering processes. By analyzing the leading causes of shopping cart abandonment, we discover that all involve a lack of effective conversion marketing strategies. Some of the top reasons for abandonment are: