From The Editor | April 14, 2016

Tackling Browse Abandonment


By Erin Harris, editor-in-chief

Browse Abandonment

Cart abandonment has been all the rage over the past two years. Marketers searched for applicable technologies and fine-tuned their processes in order to entice customers to revisit their online shopping carts and complete the purchase. Recent research conducted by Bronto found that many customers do not find cart abandonment emails intrusive but rather regard them as useful, personalized reminders about their idle carts. Bronto’s VP of Marketing, Susan Wall,  explained that consumers are not only using the carts as transactions vehicles but also as real-time repositories for the things they like — think wish lists on steroids. As such, the personalized cart abandonment emails help to drive conversion.