Made With Intent reposted this
Did you know that there are 7 types of purchase abandonment? 🕸 First-Time Bouncers - These customers are in their first session and are likely to abandon without taking any meaningful action 🕸 First-Time Abandoners - These customers are in their first session and are likely to abandon without taking any meaningful action and are unlikely to return 🕸 Abandoning Refiners - Customers in the Refining Stage who are highly likely to abandon 🕸 Abandoning Evaluators - Customers in the Evaluating Stage who are highly likely to abandon their session 🛒 Basket Abandoners - These are deciding customers who have built up a basket and are now showing signs that they’re likely to leave and not return 🛒 Basket Pauser - These customers have built up a basket and are now showing signs that they’re likely to leave and may return 🛒 Last Chancers - Customers who showed signs they *wanted* to convert but are now abandoning the journey and are unlikely to return Abandonment is a huge challenge for ecommerce. We tend to view it in a binary fashion: they purchase, or they don't. And then react tactically to *all* those who didn't purchase, treating them the same. Purchase abandonment is nuanced and contextual. By understanding their intent, you get context for how to intervene or follow-up appropriately (check the framework out for suggestions on what to do for each segment, and plays for how to execute those ideas). That makes for better conversion rates, higher engagement, better discounting margins, optimised retargeting and follow-up. The good stuff. Behaviour and data together really is awesome isn't it?