Cart abandonment emails best practice benchmark study

A new study published by Barilliance indicates that sending out timed multistage cart abandonment emails significantly increases cart recovery and conversion among abandoned e-commerce site visitors, leading to an 18% conversion rate from cart abandonment emails.

The findings reflect data from a recent (August 2016) study of 200 e-commerce websites from across the globe and stand to revolutionize the field of cart abandonment best practices.

Best practice indicates deploying three triggered emails within 1 hour, 24 hours and 72 hours of cart abandonment to obtain maximal conversion rates. The conversion rate of website visitors re-targeted with a 1st triggered email sent out within 1 hour of cart abandonment is 20.3% compared to a 12.2% conversion rate if the email is sent after 24 hours from abandonment. The conversion rate of the 2nd triggered email sent out after 24 hours of cart abandonment is 17.7% compared to a 7.7% conversion rate if the email is sent after 48+ hours from abandonment. Including an incentive within the third triggered email is most likely to increase click-through rates (CTR) and conversions. The conversion rate of the 3rd triggered email sent out after 72 hours of cart abandonment is 18.2%.

 

The findings of the study are presented in the following infographic:

 

 

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