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BizReport : Ecommerce archives : July 30, 2015

Cart abandonment rates lower for charities than other sectors

Charity websites have far lower rates of cart abandonment than those in other sectors, according to new research released by ecommerce platform provider Ve Interactive, along with higher rates of triggering transaction completion via email.

by Helen Leggatt

Cart abandonment rate for charities is significantly lower, at 62%, than those for other sectors, found Ve Interactive's analysis of its client transactions during the course of last year. Education institution websites were found to have the highest abandonment rates, at a whopping 92%, followed by the travel (79%) and leisure (79%) sectors. For retail, publishing and financial sectors, abandonment rates were around 69-70%.

So, what is behind charities' better, although still high, cart abandonment rates? It may be that donors are determined and committed to following through with their donation despite any issues they might encounter with a website's functionality. Or perhaps user accessibility, design and experience on charity websites is that much better than those in other sectors.

"Our data demonstrates that, on average, the conversion of charitable purchases requires less marketing engagement - and as such, that consumers have less hesitation than when purchasing in other sectors," says Dan Cons, Head of Charities and Education at Ve Interactive. "This would imply that consumers are more motivated and assured when spending their money for a greater good: it paints a rather compassionate picture of the UK online customer."

Ve Interactive's research also found that charities were more successful at re-engaging those consumers who had abandoned a cart. While the financial sector, as an example, needed to send 102 re-engagement emails to convert one sale that figure was just 26 for the charity sector. This, says, Ve Interactive, is likely down to charities' ability to "pull at consumer heart strings".

Image via Shutterstock

Tags: cart abandonment, charity, donation

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