With over 100 million shoppers and over $40bn in revenue from the top 100 US retailers alone, could retailers have earned more revenue during the Black Friday to Cyber Monday frenzy weekend? Well, according to the new statistics just released by Barilliance, on line shoppers were abandoning their shopping carts at surprisingly high rates:
Average shopping cart abandonments were at 65%, and this was higher in the USA at 75%. Interesting, that conversion rates were 1.5 higher of those buying via desktop, compared to mobile phone users.
Do we think that consumers are still not feeling reassured that mobile phones are secure, or ecommerce sites not geared up for mobile consumers and retailers have not foreseen the risk of optimising their shopping carts.
Although abandonment rates seem high, this is familiar and expected behaviour for shoppers on smartphones where adding to cart is used as a reminder for later transactions on desktop or in-store. As would be expected in a sales period, conversion rates are higher than average compared to standard online retail conversion rates.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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