Shopping cart abandonment is an ongoing challenge to retailers: 50-70% of the time shoppers abandon filled carts rather than completing a transaction, studies show. To figure out why—and to offer ways of saving sales—e-mail and marketing automation technology provider Bronto Software Inc. analyzed the steps from filling a cart and abandoning it at checkout to receiving follow-up messages for 100 online retailers.
The key takeaway? Only 13% of brands in the study send any messages after shoppers leave their carts, even though prior research shows that more than 20% of shoppers may complete interrupted purchases after receiving such a message, says Bronto manager of marketing research Jim Davidson.
Read more: InternetRetailer.com
