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Targeting abandoned baskets 'can improve conversion rates'
04/03/2011
Online retailers need to target abandoned shopping baskets if they want to improve conversion rates, it has been claimed.
Retailers could see a significant rise in conversion rates if they took steps to target consumers who abandon their purchases midway through the sales process, it has been stated.
Speaking to PC Advisor, Jon Maddison of Epsilon - a customer experience management firm - explained that some companies look at click rates rather than conversion rates - which can often paint two different pictures.
Research carried out by Epsilon found that just 31 per cent of ecommerce sites target customers who have abandoned their transactions.
Mr Maddison stressed that doing so, particularly within 72 hours, can improve conversion rates significantly.
"There is a huge opportunity for retailers to convert customers that are still researching their purchases, but retailers need to act promptly to achieve this," he stated.
Last month, Paul Rourke wrote in a blog entry for Econsultancy that online retailers need to "answer as many customer questions as possible" before they reach the checkout.
He noted that uncertainty over deliver costs is a key factor in causing basket abandonment.
Posted by Alexander Horton-Smith
Speaking to PC Advisor, Jon Maddison of Epsilon - a customer experience management firm - explained that some companies look at click rates rather than conversion rates - which can often paint two different pictures.
Research carried out by Epsilon found that just 31 per cent of ecommerce sites target customers who have abandoned their transactions.
Mr Maddison stressed that doing so, particularly within 72 hours, can improve conversion rates significantly.
"There is a huge opportunity for retailers to convert customers that are still researching their purchases, but retailers need to act promptly to achieve this," he stated.
Last month, Paul Rourke wrote in a blog entry for Econsultancy that online retailers need to "answer as many customer questions as possible" before they reach the checkout.
He noted that uncertainty over deliver costs is a key factor in causing basket abandonment.
Posted by Alexander Horton-Smith