Many Abandoned Shoppers Come Back, Study Finds
Marketers should not overestimate their abandoned shopping cart rates because many consumers will return later to complete purchases, according to a new report by security technology provider McAfee.
A majority of shoppers are “digital window shoppers,” who McAfee defines as consumers who start shopping on a site, leave for a period of time, then return later to complete their purchases.
In studying the behavior of 163 million shoppers for the report, McAfee found that 65 percent of all shoppers wait a day or more to complete purchases, and the average delay is nearly 34 hours.
Instead of using traditional methods to get customers to return, such as reducing shipping costs or offering coupons through trigger emails, McAfee said online retailers should understand the reasons for abandoned shopping carts and implement strategies to combat consumer fears. One way is through adding security cues, such as trustmarks.