Re: Shopping Cart / Sales Abandonment

From: Tom Lehman <tlehman_at_ansible.com>
Date: Wed 05 Jan 2005 10:10:05 -0600

Jeremy, Jim & Peter,

Thanks for the response to the shopping cart abandonment question. And i
agree, Peter, that it is exactly like the example you cite. The "where can
I buy" prompt with links to retailers is bad enough, but the number of
manufacturer cites that now include a "I want to buy" button followed by
the list is in my thinking even worse. The first sets an expectation for
referral; the latter sets the expectation of purchase. But alas, I can seem
to find data to support this intuitive conclusion. The shopping cart
abandonment article from 2000 is interesting, but it defines abandonment as
not completing the final step of purchasing. I'd like to find something
that cites drop-off along the way. That would at least be suggestive of the
referral link situation.

Thanks again. I'll watch for any further thoughts, and will report back to
the list if I uncover any source of data around this.

Cheers

Tom

_____________________________________________________
Lehman Associates, LLC Minneapolis, MN
Performance Consulting - Strategy, Research, e-Business
612-343-2100/ 888-221-0081 TLehman_at_ansible.com
612-343-2101 fax http://www.ansible.com





Received on Wed Jan 05 2005 - 10:10:05 CST