Article

James Critchley
James Critchley 4 November 2013

Retailers must adopt a cart recovery strategy

New research by cloud.IQ shows web window shoppers welcome follow up emails after browsing online stores

Our independent survey revealed that 88% of people say they are open to online retailers following up by email after they abandon an online purchase and over a third (35%) say they actively welcome the assistance.


Having said that, most online retailers fail to stay in touch and instead remain focused on simply acquiring new visitors. Research by Forrester shows that for every £100 organisations spend getting customers to a website, only £1 goes into converting them.


Our research shows that adopting a ‘cart recovery’ strategy – offering assistance to visitors who leave your site by following up with well-timed and helpful emails - will convert one in five people into paying customers.


With seven in ten UK internet shoppers abandoning websites prior to purchase, retailers are missing a huge opportunity to grow their revenues.
 
It’s natural consumer behaviour to window shop before buying and it’s even easier to do this on the web, where the next store is just a click away. But whilst bricks and mortar retailers can’t chase consumers down the street after they leave a store, it is possible to re-engage people online in a more subtle way.
 
This research shows that a well-targeted follow up can make the difference between a sale and a fail for retailers.


A company that has seen the benefits of this approach is SealSkinz, which specialises in waterproof socks, gloves and hats. By instigating a cart recovery strategy it now gets between 10 and 25% of all its revenue by re-marketing to people who have abandoned carts.

 

We are offering a free audit to find out how much you may be losing. If you have an e-commerce site do you want to find out how to drive additional revenues from traffic that you are already driving to your site please let us know here.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
How to Understand Your Customer Needs Through Social Media?

How to Understand Your Customer Needs Through Social Media?

Social media is generally known to be a tool of online communication that is used to easily share information and bring together people with similar ideas on the internet. But brands use them as a marketing tool. And...

Manisha Sukhyani
Manisha Sukhyani 29 August 2017
Read more
Sales and Marketing Collaboration: A Recipe for B2B Success

Sales and Marketing Collaboration: A Recipe for B2B Success

In the world of B2B, the age-old rivalry between Sales and Marketing often overshadows the potential for a fruitful partnership. Yet, when these two departments align their goals, strategies, and efforts, the results...

Zsofia Raffa
Zsofia Raffa 12 September 2024
Read more
10 Great Benefits of Online Proofing Software

10 Great Benefits of Online Proofing Software

Online proofing software enables businesses to fast track their marketing approval workflow. Additionally, with access to a new cache of online markup and revision tools, businesses can also improve the quality of...

Jodie Byass
Jodie Byass 15 September 2016
Read more