April 18, 2016, 11:07 AM

Reduce cart abandonment by helping shoppers who want to buy

Most who abandon a shopping cart did not intend to buy on that trip. Retailers should focus on the 15% who did want to buy

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Shoppers will leave your online store for a variety of reasons. One of the best ways to bring them back is to understand their motives for shopping there in the first place.

Focus on those that intend to buy today

Bizrate Insights abandonment studies suggest that about 15% of abandoners come to an online store with the intent to buy, but then leave. The rest of shoppers may just be casually browsing or preparing for a future purchase.

The lowest-hanging fruit for a marketer are those who came to buy—and left.


SOURCE: Bizrate Insights Study: Site Abandonment Research - Intent to Buy.
N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.

Top reasons why intended buyers abandon

To understand why shoppers who intended to buy end up abandoning, you must know two key factors:

1)     How far down the purchase funnel they got, and

2)     How far down the purchase funnel you offer the information they are looking for.

When looking at abandoners who came with an intent to buy, we identified key differences in their reasons for leaving depending on where in the funnel they abandoned—visit, cart or checkout.


SOURCE: Bizrate Insights Study: Site Abandonment Research - Intent to Buy.
N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016

Tips for Completing the Sale with Intended Buyers

  • In order to improve your retargeting efforts and reduce abandonment most effectively, start by better supporting their needs upfront (for example, helping shoppers connect with a product that’s unavailable)
  • Retarget based on common reasons for abandonment (such as confirming a product meets their needs, or requiring a coupon). 

Here are some other suggestions based on the most common reasons cited for Intended Buyers’ abandonment:


SOURCE: BizAdvisor: How to Get Checkout Abandoners Back. (March 2016).
N=1,145 online shoppers in the US and Canada, collected between February 1 – February 22, 2016.

Bizrate Insights collects consumer feedback via online surveys. It is part of Connexity, a digital consumer insights and activation platform designed to help marketers find, get, and keep customers.

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