eCommerce companies failing to deal with checkout abandonment

  • Posted by Chelsea Reay
  • January 10, 2017 1:31:12 PM GMT
A startling number of eCommerce companies are not facing up to their ‘abandonment issues’.

Despite online sales increasing 10% annually over recent years, a survey of 946 websites - undertaken throughout 2016 by eCommerce recovery specialists Optilead - has revealed that a staggering 81% of online abandonment is totally ignored.

This equates to an extraordinary £1.7m worth of abandoned transactions not being followed up, even though engaging in a timely manner can save sales and significantly improve revenue.

Each of the eCommerce sites were tested 3 times for abandonment in this survey, at the point after items had been selected, and critical details (namely: email, telephone and name) had been submitted on the payment pages.

“Having a campaign to send out an email following abandonment might satisfy the needs of a marketer looking to show something is being done,” commented Marc Pearce, Multi-Channel Marketing Manager at Optilead.

“But, if time is taken to implement a real-time campaign that truly engages with the end consumer while they are still in ‘buying mode’, and before they head off to a competitor, brands will increase sales.”