November 12, 2008

Shopping Cart Abandonment And Conversion Rate

1) Customer visits on 11/1, places item in shopping cart.

2) Customer visits on 11/5, browses, leaves item in shopping cart.

3) Customer visits on 11/7, deletes item from shopping cart, calls over the phone, and buys an item after talking to a customer service rep.

Question #1: Do you have a conversion rate or shopping cart abandonment rate problem?

Question #2: If your answer to question #1 is "No", are you accounting for this behavior in your web analytics tool, so that you can clearly see any real shopping cart abandonment rate issues?

Question #3: If the customer in (3) purchased online, do you have a conversion rate or shopping cart abandonment problem?

Discuss!

16 Business Principles: Hillstrom's Marketing Management

Over the next few weeks, I'm going to share the Sixteen Business Principles that make up what I'd call my "Marketing Managemen...