Thursday, November 6, 2014

Why Shoppers Abandon Their Carts – and What Search Marketers Can Do to Help

Most search marketing efforts are focused on merely getting users TO a site, but fail to leverage user behaviors to help KEEP them on a site. And most site managers don’t understand the relationship between search and cart abandonment. While site managers often lament the high percentage of abandoned carts on their sites, most managers fail to understand WHY so many carts go abandoned. If you don’t know why, how can you fix it?

The most common reason is really simple, but largely unknown: Carts aren’t just for shopping.

A shopping cart isn’t just for holding items until checkout. It also holds items shoppers are interested in while they figure out what to buy. The problem with most sites isn’t cart abandonment; it’s the fact that shoppers have no other way of keeping track of items they are interested in, so they use the only holding bin available, the shopping cart, and then abandon those items when done. They aren’t always abandoning a purchase; they are abandoning their list of unwanted items.

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