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Black Friday 2017 Cart Abandonment Stats
Black Friday, the single highest selling day in eCommerce, just passed. This year we looked at over 18 million sessions over Black Friday and Cyber Monday weekend from top performing eCommerce stores.
We looked at cart abandonment rates across both geography and device.
For an in-depth study on how product recommendations effected conversion rates and AOV on Black Friday weekend, click here.
Key Takeaways from Black Friday Cart Abandonment Rates
Black Friday Cart Abandonment Stats Breakdown
Cart Abandonment by Territory
Global cart abandonment over Black Friday weekend came in at 72.5%.
Interestingly, this is significantly lower than the global cart abandonment average last year. In 2016, the average cart abandonment was 77.24%, a full 5 percentage points higher.
The United States experienced the highest levels of cart abandonment at 74.5%. Meanwhile, Spain had the lowest overall cart abandonment rate at 70.0%.
Here's a quick breakdown of the four countries with the largest presence in our dataset.
Territory | Conversion Rate | Cart Abandonment Rate |
|---|---|---|
Global | 2.7% | 72.5% |
United States | 2.6% | 74.5% |
England | 2.9% | 70.7% |
Australia | 3.7% | 70.6% |
Spain | 2.3% | 70.0% |
Cart Abandonment by Device
Across the board, mobile performed the worst of all devices. At the Global level, mobile 10.7% worse than desktop.
In the United States, this disparity increased to 12.9%. In the US, consumers completed 31.8% percent of their transactions on the computer, while only completing 18.9%
Next Steps + 2 Resources
Mobile offers the highest opportunity for most eCommerce stores. According to Smart Insights, 71% of all website traffic in the US came from mobile.
Yet...
Mobile has both the highest cart abandonment rate and the lowest average order volume.
Overcoming these challenges requires technology that is adaptive across platforms.
Finally, I want to leave you with three resources.
The first is our in-depth Shopping Cart Abandonment Guide. We cover everything from how to correctly measure cart abandonment to specific strategies and tactics you should employ to lower cart abandoment for your store.
Second, we compiled a list of successful cart abandonment email examples.
Third, is our own shopping cart abandonment product. To learn how Barilliance helps eCommerce retailers reduce cart abandonment, click here.
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