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BizReport : Ecommerce archives : September 21, 2009

McAfee: Two-thirds of shopping cart abandoners return

Sometimes, they come back. Nope, that isn't just a movie term any longer. According to a recent McAfee study, two-thirds (65%) of shoppers who abandon shopping carts return after a day or so. When they return, they complete the purchase.

by Kristina Knight

Researchers reviewed more than 160 million online transactions to come to their conclusions.

"The goods news is that those shoppers who you thought were disappearing may not be gone, they may just be delaying," said Shane Keats, Research Analyst with McAfee.

Called "Digital Window Shopping: The Long Journey to Buy" found that consumers may not be abandoning shopping carts so much as choosing to be cautious and not impulse buy. Etailers are doing their part to push consumers to return by sending retargeted emails or sending new offers; consumers, meanwhile, are seemingly thinking about the potential purchase, becoming comfortable with the outlay of cash and then converting.

The bad news? Consumers aren't only thinking about the outlay of cash. Many are choosing to 'abandon' shopping carts because of perceived security lapses or concerns about privacy. When given a security cue these 'digital window shoppers' were 11% more likely to convert to sales, indicating that etailers who have not already invested in security software need to do so quickly.

Marketers need to note on-site, and not just on the check-out page, that security software is being used to protect their identity and their money and in regular emails to your lists, make a note about security upgrades or improvements. By making a 'security statement' such as this, etailers can reassure consumers before they abandon the shopping cart, and potentially increase sales as well.

Tags: ecommerce, etailing, McAfee, online shopping, shopping cart abandonment

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