New scientific research find that asking people to review product reviews or check out other product pages may be causing people to abandon their carts.
In the e-commerce space, there is no end to the number of plugins, platforms, and pop-ups you can install on your store's webfront to try to juice sales. One of the biggest focuses of this category is around increasing the conversion rate between the moment someone adds a product to a cart and that person actually pays for it.
In fact, I'd venture to say an entire industry now exists in the very specific, but very important, space known as Cart Abandonment. Some studies show that 80% of online shopping carts are abandoned. In this space, we see everything from urgently worded text messages to time-limited discount offers by email.
Sometimes, these tools encourage people to come back to the site to read the product reviews, or browse more product pages.
But a new paper published last month in the Journal of the Academy of Marketing Science says tactics like that might actually be CAUSING people to abandon their carts.
Tod spoke with Angeline Scheinbaum, Associate Professor of Marketing at the Wilbur O. and Anne Powers College of Business at Clemson University in South Carolina.
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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada.
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