This is an interesting topic as I just recently abandoned an online purchase myself. I’m a busy and admittingly impatient person when it comes to shopping for something specific.
Due to the amount jogging that I do, my running shoes have to be replaced fairly frequently. (I’ve come to love the high end ASICS for comfort and durability.) I tend to like to try things on and ‘experience’ the product first hand. Call me”old-fashioned,” but I do appreciate experiencing the touch and feel of a product before purchase, I always check local stores first. I already knew that I wanted to purchase the ASICS Women’s GEL-Kinsei 4 Running Shoe, however, these specialty shoes are not easy to find. Sure that a running store would have these shoes, I was still unwilling to travel out off my beaten path to find such a store. After shopping around Sports Authority and other local sporting goods store, I became somewhat desperate and frustrated after a couple of weeks.
Eager for a simple and quick solution, I resulted to search online. The shoes were quickly found at DicksSportingGoods.com. Excellent! Dick’s is a local store that I recognized, and probably more convenient if there was ever need for a return or exchange. The website displayed (3) different colors. ( I don’t buy running shoes for the appearance, but knowing that the shoe I wanted had options was enticing.) After setting up the e-mail contact and billing information, I put the shoes in my cart only to find that the color I choose was out of stock. To make things worse, my second choice was also out of stock. As mentioned, I don’t purchase running shoes for appearance. However, after learning that I had did have choices, my mind was now focused on getting the color I wanted. After all, if I’m spending nearly $200 for a pair of shoes, why not get the color I want? Before continuing to explore options online, my contact info/e-mail address was deleted. (I knew my cookies were out there, but at least Dicks couldn’t contact me by e-mail.) So I thought anyway… The shoes were found at Zappos.com. They didn’t have the color choices I was looking for, BUT they did have a mind-changing offer; $50 savings from the price quoted on Dicks. I will absolutely buy the ugly running shoes if it saves me $50! And I did…
I specifically remember deleting my e-mail info, but since the Zappos purchase, Dicks has been sending me annoying e-mails anyway. All of this had me wondering how many people react as I did, abandoning their initial cart selection for one reason or another. I found this article from MarketingProfs.com which states that abandonment rates in the second quarter of 2013 were averaging 75%. The study also found that if an online retailer is able to ‘capture’ contact information before a cart is abandoned because following up with an email can often times become lucrative.
More interesting Q1 2013 facts from SalesCycle.com:
- 73.6% was the average shopping cart, basket and booking abandonment rate (up from 70.7% in Q4 2012)
- Most abandonments happened between 8 and 9pm – with Thursday the most common day
- 48.1% of basket abandonment emails were opened (up from 45.9% in Q4)
- 14.9% of basket abandonment emails were clicked (up from 13.5% in Q4)
- 33.3% of these clickers went on to purchase a product (up from 30.1% in Q4)
- The AOV was 58% higher for purchases from basket abandonment emails compared with direct sales (up from 36% in Q4)
- Revenue per basket abandonment email sent was $5.78 (up from $4.14 Q4)