Bronto and Magento Report Reveals Consumer Attitudes on Shopping Cart Abandonment

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New research analyzes consumer interactions with online shopping carts and provides insights for reducing abandonment and increasing conversions.

Marketers are constantly combating shopping cart abandonment, and with good reason. Abandonment rates range from 70-80%. The good news is that much can be done to reduce abandonment, recapture sales from abandoned shopping carts, and provide a better shopping experience for consumers. A new report, based on an Ipsos-conducted survey of the shopping cart behavior of over 1,000 U.S. consumers who made an online purchase within the past twelve months, helps retail marketers better understand consumer attitudes and make improvements to the online shopping process.

The survey results and findings are presented in the report, “Why We Don’t Buy: Consumer Attitudes on Shopping Cart Abandonment,” written by Bronto Software (http://bronto.com), the leading marketing platform for commerce, and Magento (http://magento.com) the leading eCommerce platform, serving over 200,000 merchants worldwide. The report is available for download at http://bronto.com/carts.

“Why We Don’t Buy” examines the online shopping cart behavior of three groups based on how often they buy online:

  •     Frequent Shoppers (25% of sample) – daily or weekly
  •     Occasional Shoppers (40% of sample) – every couple weeks/at least monthly
  •     Infrequent Shoppers (34% of sample) – less than once per month

The report analyzes the differences in behavior among these three types of online shoppers while carting items, as well as their post-shopping cart abandonment expectations and responses to shopping cart abandonment emails. Marketers will find insights into the decisions shoppers make each step along the purchasing process and how to use this knowledge to improve the shopping experience, reduce abandonment and increase sales.

For instance, the report shows that consumers often use the shopping cart as a tool for saving items to buy later. Fifty-six percent of consumers who purchase online at least once a month use the shopping cart to store items to buy later.

“Providing options for shoppers to modify carted items, like changing sizes, colors, or quantities, can aid the decision making process for many consumers and increase the likelihood that they’ll buy rather than abandon,” said Jim Davidson, Bronto’s manager of marketing research and the report’s main author. “Many consumers are also using shopping carts as ‘wish lists’ so they can store items to buy later. Marketers who add a wish list option to the shopping experience gain another opportunity to convert shoppers to buyers.”

“The findings in this report point to the need for retailers to improve shopping cart options and flexibility in order to give shoppers more confidence to cart and purchase their items,” said Ryan Thompson, Magento’s Director of Partnerships. “Another important takeaway is for retailers to provide innovative and fun ways for consumers to browse, consider purchases and update their shopping carts and wish lists.”

In the report, marketers will also find insights about consumers’ post-shopping cart abandonment expectations and their attitudes toward abandonment email messages. Nearly half of all consumers surveyed find the shopping cart abandonment reminder emails they receive to be helpful versus annoying or intrusive, and 61% report they’re likely to return to a site after receiving such messages. The report also examines consumers’ expectations for these messages, such as whether or not marketers should include a discount to lure them back and close the sale.

A full analysis of survey results and associated findings can be found in the report, “Why We Don’t Buy: Consumer Attitudes on Shopping Cart Abandonment,” available for download at http://bronto.com/carts.

About Bronto Software

Bronto Software provides a cloud-based marketing platform for retailers to drive revenue through their email, mobile and social campaigns. As the leading self-service email marketing provider to the Internet Retailer Top 1000, Bronto is used by top brands worldwide, including Armani Exchange, Timex, Samsonite and Gander Mountain. The company is headquartered in Durham, NC with an office in London, UK. For more information, visit http://bronto.com.

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Tom Francoeur
Emanate PR for Bronto Software
617-747-1405
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