5 Shopping Cart Abandonment Case Studies that are Well Worth a Read

Posted by Hannah Stacey 15 Feb 16

Cart abaondonment Shopping cart abandonment isn't just a headache for online retailers, in many ways it causes a certain amount of heartache too - a bit like being stood up on a date, nobody likes to have their hopes dashed by someone getting last-minute cold feet.

And when you’re looking at an average of 68.63% potential purchases being abandoned in the shopping cart, it’s no surprise that online retailers are starting to take action. While we’re on the subject of cold hard figures, here are five shopping cart abandonment case studies that demonstrate how online retailers have achieved measurable results by employing various tactics to tackle cart abandonment.

Insound: lifted checkout funnel conversion to 54%

Changed the wording of the CTA button in the checkout from ‘Continue’ to ‘Review Order’ and increased the conversion rate of the page by 8%. Good times all round.

After launching a flashy new checkout back in 2012, online record store Insound.com were surprised to experience a dip in website conversions. Narrowing the problem down to an issue with vague wording in the checkout call to action buttons, they called in Optimizely to run some A/B tests (the outcome of which is below). And the results? Changing two words on the CTA button lifted the conversion rate of the page in question in the checkout to 54%.

Key lessons:

  • Don’t overlook the copy that appears within your checkout process, particularly when it comes to calling people to act - it needs to be just as top-notch as the rest of your site.

  • Test stuff out on real visitors - while it’s easy for A/B testing to go wrong, thorough testing of various options is the only real way of knowing what is likely to improve your conversion rates in real life.

Read the full case study here.

Radley London: recovered 7.9% of lost sales after sending cart abandonment emails

Used SaleCycle to send cart recovery emails, also discovering that 30 minutes after abandonment was the optimum time to send.

Accessory brand Radley London decided to combat basket abandonment by using recovery emails to re-engage customers who had left items in their cart. They also used split testing to discover the optimum time for sending such emails (which they found was 30 minutes after a visitor had abandoned). As a result, the brand now recovers 7.9% of sales after an email is sent.

Key lessons:

  • Abandoned cart emails work - and there are a lot of solutions out there that make implementing a cart recovery email system easy

  • Timing is critical - and it’s important for online retailers to experiment with the best time to reach out to customers to remind them that they’ve left items in the basket.

Read the full case study here.

More information here

download Ometria's cart abandonment email cheat sheet

ASOS: encouraged 50% more new customers into the checkout area

Removed all mention of creating a new account from the initial page of its checkout process.

When it comes to checking out, having to sign up or create an account at the very first stage of the checkout process is cited a mega turn off (with a quarter of online consumers saying they would abandon a purchase if forced to register first). ASOS decided to to remove any suggestion of creating an account on the first page of its checkout, instead opting to subtly ask for the necessary info later in the checkout process . And guess what? 50% more people clicked through to the second stage of the process.

Key lessons:

  • Forcing people to sign up for an account doesn’t work - give users the option of checking out as a guest, or ask for information later.

  • Being explicit about the checkout process doesn’t alway work - for ASOS, removing key triggers about account creation worked without them really having to change the checkout process at all.

Read a full version of the case study here.

Boot Barn: achieved a 12% lift in recaptured revenue from email remarketing

Created a campaign of three different emails that were sent to customers who abandoned their basket.

US-based outfitters Boot Barn were tired of losing potential revenue from basket abandoners. So they created a multi-stage email campaign to lure them back. By devising a means of capturing visitor email addresses more easily, and then sending a series of emails to those who abandoned a shopping basket (20 minutes, 23 hours and one week after), the campaign generated a 12% lift in recaptured revenue.

Key lessons:

  • Get clever about encouraging visitors to give away their email addresses by encouraging them to sign up for an account/to a mailing list, and use tracking pixels in emails to match people with on-site behaviour.

  • Consider sending more than one basket recovery email.

Read a full version of the case study here.

Smart Insights: helped a client save $3k a month on discounts that they didn’t need to give out

Tested whether using incentives in cart abandonment emails works.

Although initial inspection of the results table below suggests that eliminating an incentivisation scheme for cart abandonment emails is a bad plan, in the long run total sales for this client actually remained similar - turns out the incentive simply encouraged customers to deliberately delay their purchase because they figured they’d get a discount code.  

Key lessons:

  • Don’t take initial results at face value - ensure that you benchmark any incentive scheme against long term overall sales, as you could be spending money needlessly.

  • As advised in the case study, think carefully before you send out a blanket incentivised email. Try just sending them to potential first time buyers or those with a high CLV.

Read a full version of the case study here.

 Triggered email for retailers by Ometria - find out more



Topics: Ecommerce email marketing, Ecommerce examples, Ecommerce marketing resources, Ecommerce customer acquisition

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