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RedEye Econsultancy

70% of companies who target basket abandoners have increased sales

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By Ishbel Macleod, PR and social media consultant

October 24, 2011 | 2 min read

Research from RedEye and Econsultancy has shown that 75% of companies are not happy with their online conversion rate, with a 5% drop in conversion rate improvement in just 12 months.

The Conversion Rate Optimization Report found that 54% of marketers don’t target basket abandoners at all, despite that fact that 70% of companies which target basket abandoners have increased sales.

Mark Patron, CEO at RedEye, said: “This research shows there are major opportunities for key executives to focus on the bottom line – generating business – it’s just not being done effectively. With a clear CRO (conversion rate optimisation) strategy and best practice procedures in place, and implemented intelligently, companies can see a serious uplift in sales. Just a few per cent improvement in conversion makes a significant difference to revenues generated.

“What we have learnt is people and processes are key. This report highlights just how important employing a structured process is. Companies that had a structured approach to conversion were twice as likely to have seen a large increase in sales. Yet only 31% had a structured process – a major reason satisfaction is so low.”

In addition, brands are not adapting to the different communication channels: 84% of companies are not designing their marketing emails for mobile devices, and 70% are not designing their websites for mobile either.

The research, based on a survey of more than 700 client-side and agency digital marketers carried out in July and August 2011, is being released this afternoon following a 3pm webinar by the two companies.

RedEye Econsultancy

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