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BizReport : Ecommerce archives : March 23, 2016

UK retailers fail to follow-up abandoned product page visits

According to a recent study from Bronto Software, most UK retailers fail to send follow-up emails to shoppers who browse product pages but leave without making a purchase.

by Helen Leggatt

Retailers in the UK are missing out on potential sales by failing to follow up with shoppers who visit product pages yet leave empty-handed. According to the study, a whopping 93% of UK retailers do not send follow-up emails.

Even those retailers that do follow-up with an email do so with a far softer sales approach than if they were sending a cart abandonment follow-up.

While it's entirely possible that those who visit product pages might go on to place an order via a different sales channel, none of the 100 major UK retailers involved in the research prompted such action by providing information such as store addresses and opening times or customer service contact information.

"Shoppers have come to expect shopping basket reminders from UK retailers, but product page abandonment messages are clearly still a lesser-used strategy," said Georges Berzgal, managing director of Bronto Software Europe. "One reason might be that retailers are hesitant as they consider this approach as too aggressive. It also can be challenging for retailers to know why a shopper left a product page. If implemented correctly, post abandonment messages offer a highly effective means to generate additional revenue."

Other key findings from the research include:

- Of those who did send product page abandonment email just 8% mentioned the abandoned product in the subject line;

- Three-quarters of product page abandonment emails failed to reference the browsed item specifically, instead keeping content generic;

- None of the emails following up product page abandonment made reference to stock levels to create a sense of urgency.

Image via Shutterstock

Tags: abandonment, ecommerce, email, online shopping

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