It’s time for our latest look at cart abandonment statistics, this time from July, August and September 2017.
The infographic looks at stats from five different sectors, as well as a look at customer journeys on travel websites.
Some highlights from Q3:
- The global cart abandonment rate for Q3 2017 is 78.4%, up 1.5% on the previous quarter.
- The lowest cart abandonment rates are in the fashion sector, at 68.1%. The highest are for finance sites (83.2%)
- The average conversion rate on travel websites in Q3 was 3.1%.
Customer Journeys in Travel
Abandonment rates for travel sites are normally higher than the average, but this doesn’t necessarily mean that these sites are doing a poor job in converting visitors.
Instead, it’s more likely to be the nature of the travel research process. Travel purchases are relatively expensive and the decision to buy often involves more than one person.
For this reason, travel shoppers will tend to take their time and visit several sites before deciding. Indeed, the top three reasons for booking abandonment are around research, price comparison and checking with other travellers.
Not all travel products are the same though. We find that abandonment rates are much lower to certain types of travel purchases.
For example, car rental is a simpler purchase, and so rental sites have a lower abandonment rate, around 75%. Likewise, while hotel bookings may take time, they can also be last-minute decisions, hence lower abandonment rates.
Our customer journey data shows that, of all visitors to a travel site, 45.8% actually view a travel product, while 17.6% start the booking process.
Our own survey data on booking abandonment found the points at which people abandon, once they’ve started a booking.
That the majority leave when shown the total price suggests there’s a lot of research going on, and that users need to go deep into the purchase process to find the total price.
Travel sites have to accept a certain amount of booking abandonment as a fact of life, but that doesn’t mean they can’t address some issues.
There are always ways to improve forms for users, and to make the process smoother, but travel sites also need to focus on the research process, finding ways to help visitors decide, and to make it easy for them to return and resume their bookings once they’ve had time to make a decision.
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Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.