Cart abandonment lowest for charitable donations and highest for educational courses, finds new research from Ve Interactive

By Michael Feeley | Founder and chief exec

Ve Interactive


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July 29, 2015 | 2 min read

New UK online shopping statistics, based on research conducted by Ve Interactive, has revealed that consumers making charitable donations online have the lowest cart abandonment rate, at 62 per cent.

Ve's head of charities and education Dan Cons.

The study also reveals that purchases from education institutions, which largely refer to customers applying online for education programmes, had the highest cart abandonment rate, at an eye-watering 92 per cent, followed by the travel and leisure sectors (both at 79 per cent). The financial services, retail and publishing sectors saw more moderate cart abandonment rates, ranging from 69 to 70 per cent.

Ve’s study also measured the number of “re-engagement emails” required by merchants to encourage unengaged customers to return to their shopping cart and proceed to payment.

Re-engagement emails by the charity sector do well to pull at consumer heart-strings, according to Ve’s latest data. On average, one charity purchase was generated from every 26 emails sent in order to re-engage prospects, compared to the 102 re-engagement emails needed to convert sales in the financial services sector.

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Dan Cons, head of charities and education at Ve, said: “Our data demonstrates that, on average, the conversion of charitable purchases requires less marketing engagement - and as such, that consumers have less hesitation than when purchasing in other sectors. This would imply that consumers are more motivated and assured when spending their money for a greater good: it paints a rather compassionate picture of the UK online customer.

“Having said this, on average 62 per cent of customers will still abandon their donation despite their good intentions. Email re-engagement is a creative and effective way to bring visitors back to your site so that they can complete it. Charities that aren’t using this strategy are missing out on a fantastic opportunity.”

Ve Interactive is a London-based technology company, employing more than 700 people across 18 offices worldwide.

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