Understanding Browse Abandonment Rate in Ecommerce
A few years ago before the eCommerce gold rush, there were a lot of websites that had a good conversion and low abandonment rates. These were usually results of natural optimization.
Later came the awareness of conversion rate optimization and the webmasters working on optimization of their websites started trying to reduce cart abandonment rates.
Every eCommerce CRO concentrates on decreasing and optimizing cart abandonment rates, but most forget the part of browsing abandonment.
Browse Abandonment Rate in Ecommerce
Let’s look at an ideal situation. A visitor, driven to your website browses your category page, then clicks a product detail page, adds it to the cart and then checkout.
Even though the steps are a few, it doesn’t happen every time a visitor lands on your website.
Increasing the percentage of users completing this journey is called browsing optimization in short and those simple words.
If not able to convert them into a buyer, then the CRO tries to get them on to an email list at least, and this is where browsing abandonment email series come into play.
With a list that is appropriately segmented, you can increase the conversion rate of the entire website audience.
We will look into improving the browsing abandonment emails in the future posts. For now, check this post about the 5 Do’s and Don’ts of Browse Abandonment Emails