Director at Dolls House Emporium
19 May 2010 10:37am
Well I know abandoned basket % = abandoned baskets divided by total baskets
The questions is when is a basket an abandoned basket.
1) Our Web manager calculates abandoned baskets based on baskets started in a week and not completed in that week. Therefore abandoned basket age will be 1 - 6 days old.
2) My Data guys think we should do it on a monthly basis so using the same logic as above, abandoned basket age will be anything between 1 and 30 days old.
3) I've suggested a basket isn't abandoned till its a certain age (same for every basket) and that the basket age is specific to each company, determined by analysing the time between first "add item to basket" and checkout. Then at what ever interval (lets say weekly) you count up the baskets that reach the basket age in the week and see how many didn't complete.
We have monthly promotions are in place to encourage orders in that month so perhaps we should stick to option 2)
any thoughts are welcome
thanks in advance
Digital Marketing Manager at Halfords
19 May 2010 15:53pm
Definitely go with option 3! Look at what's your average purchase cycle? How much time goes by between the first visit and the final purchase. You can then use this as the point to classify abandonment.
BUT.... this might vary considerably by type of product! An expensive product might have more 'deliberation' time as the customer does more research than a low value 'consumable'.
Another thing to consider is are some of your abandons actually being placed via another channel? I know that being a B2B business we see a lot of customer add stuff to cart and then place the order via an electronic PO (probably not applicable in your case but this could still happen via another route).
Hope this helps,
Head of Ecommerce at Lovehoney
20 May 2010 08:50am
I'd would definitely say option 3 as well.
However, if you're running an abandoned baskets program, email the basket owner that night, just to check everythings OK, not to go down the "buy me now!" route. They may have a support issue, a question or some thing else that is preventing them from ordering.
In an ideal world you'd have a single customer view so you can see if the order has been placed in another channel, of course.
20 May 2010 09:57am
Thanks for the feedback guys.
We are fortunate enough to have a single customer view, as our back office systems (ARX) integrates with our the website, tracking all web events by customer. This is essential when you're a multichannel retailer, spending money on traditional press advertising and PPC advertising.
Andrew I agree different value products are likely to have more deliberation time, which is something we can perhaps look at as a separate project.
Mathew Thanks for the tip regards abandon baskets program, something to consider for our trigger email campaigns we are in the process of implementing.
PR Consultant at JBPR
18 June 2010 14:20pm
Option 3 is the most appropriate.
I work with LeadCall whose customers include a number of airlines,
travel, insurance and retail companies - so they see lots of differing
buyer behaviour. However the common thread is once a customer has
dropped the basket, you need to contact him quickly. The 'magic 15
minutes' is often quoted as the optimum time to contact customers,
however in practice that's not always feasible given limited resources.
The point is to speak to customers as quickly as possible otherwise
they've forgotten all about you and ordered elsewhere.
So what LeadCall does is connect the dropped online baskets direct to
your call centre agents (presenting the order details and customer
details), connect a call through to the customer, and with a simple
helpful phone call they can identify the problem they had, answer any
questions, maybe offer an incentive to complete the order - and watch
the conversion rate go through the roof. The phone is proven to be the
most efficient conversion channel, with customers reporting immediate
30% uplift in conversion rate.
For complicated, high value orders especially, customers welcome a
friendly call. eg with a summer holiday booking, where there are
unanswered questions (child rates, specific plane seats, transfers etc)
customers may drop the booking, intending to come back later but never
do. A timely call at this point works very effectively, unlike an email
which can be ignored until its too late. Also with an insurance quote,
the top 3 brands are often within a few pence of each other - a helpful
call while the customer is still deciding will tip the balance virtually
See http://www.leadcall.co.uk/ for details
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