Posted June 26, 2013 by Bryan Gudmundson
Over the past few years, heads have turned to one of eCommerce’s largest hurdles, “cart abandonment.” At often alarmingly high rates, online consumers prematurely end their visit to a website and never make the purchase. Some marketers sifted through their site’s web analytics to try and identify ways to reduce their cart abandonment. Other marketers turned to the short list of cart abandonment solutions that have popped up over the years.
With this rise in popularity, cart abandonment is the topic that’s on every internet marketer’s mind. According to search data provided by Google Trends, people started to take a greater interest in abandoned carts somewhere around early 2009 and, ever since, search queries have remained consistently high.
Search rates for “Cart Abandonment” between June 2008 and June 2013 via Google Trends
In response to these demands, businesses have cropped up specializing in reducing cart abandonment rates and getting consumers to convert at higher, more efficient rates. Many of these companies specialize even further, looking at improving the one or two areas of the purchase process with which consumers consistently struggle. Unfortunately, even though technology has become very specific and companies have targeted certain pieces of the eCommerce puzzle, the term is continually used as a blanket definition for eCommerce site abandonment of any sort. So, what does cart abandonment really mean and why is it so important to pin down a definition?
Terms of Agreement
Within this structure, “cart abandonment” refers to just one piece of the abandonment puzzle. Using these terms, abandonment experts and business owners can take a look at where customers are exiting and find solutions catered to specific problem areas of the funnel. If users are abandoning just seconds after reaching a landing page, then it’s time to look at reducing bounce rates. If users often make it to a few product pages, but exit without putting items in their carts, then the problem must be somewhere before the cart.
The Problem with Ambiguity
“Cart abandonment” is searched more than five times checkout, website, and product abandonment combined — via Google Adwords.
Site Abandonment Solutions
Written by Bryan Gudmundson
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