The holiday eCommerce season has come and gone, and now we can begin to analyze the data coming in to see what worked and what didn’t.
One key metric in eCommerce is the rate of abandoned carts – what’s in them and why the shopper left. UX analytics firm ContentSquare analyzed over 29 million online shopping sessions across 14 retail accounts during the 3.5 month holiday period to get a sense of what items were people were abandoning in their carts — and why.
According to the study, here’s the top ten most abandoned items:
- Children’s clothes
- Home items
ContentSquare CEO Jonathan Cherki said that items considered as ‘extras’ are left behind much more than items considered as necessities. So when the time comes to complete a purchase, people will hesitate much less when buying something they need (like food) than something they want but don’t need.
Sometimes people use carts as wishlists, to save items they liked for later. Cherki suggested that this is not the experience brands should offer; they should have separate wishlists with different features than the cart for this purpose.