Infographic: 93% of UK Retailers Miss Product Page Abandonment Opportunities

Bronto's new study provides an audit of the product page abandonment and shopping cart abandonment strategies of more than 100 major UK retailers. According to the study, 93% of UK retailers do not send follow-up emails to shoppers who have browsed products online but not made a purchase, risking the loss of significant revenue. Even those retailers that are sending product page abandonment emails are taking a softer sales approach than they do when sending similar messages for basket abandonment.

Shoppers have come to expect shopping basket reminders from UK retailers, but product page abandonment messages are clearly still a lesser-used strategy. One reason might be that retailers are hesitant as they consider this approach as too aggressive. It also can be challenging for retailers to know why a shopper left a product page. If implemented correctly, post abandonment messages offer a highly effective means to generate additional revenue.

With 93% of retailers not sending product page reminders at all, commerce marketers need to adjust their tactics surrounding this pivotal moment to facilitate the transition or risk losing sales. Abandonment follow-up proves to be an effective strategy in a retailer’s marketing toolbox. Commerce marketing platforms make these types of automated messages easier than it has ever been. Marketers no longer have to spend significant time and resources to set up the programme. The messages can also be tested and modified easily to ensure they reach their maximum revenue recovery potential.

To download the full report, visit Revenue Rescue: Saving Sales When Shoppers Stray.