Charity online transactions least likely to be abandoned, research suggests » Charity Digital News

Charity online transactions least likely to be abandoned, research suggests


Online transactions on charity websites are the least likely to be abandoned in comparison to other commercial sectors, according to research by the ecommerce platform provider Ve.

The research found that charities are the most successful in following up those who abandon their purchases through email to persuade them to complete it.

According to the study which covered the entire of 2014, the cart abandonment rate where donors fail to complete or cancel an online transaction is 62%, compared to 92% of education institutions and travel or leisure sector both have abandonment rates of 79%.

Additionally, the financial services, retail industry and publishing sector all recorded abandonment rates between 69% and 70%.

When it comes to chasing up those who fail to complete transactions, charities are four times more likely to secure an additional donation than the financial services sector.

Ve explained: “The charity sector is unique in its ability to form an emotional connection with its audience, and as more shopping moves online, charities have huge opportunities to appeal to customers’ wants and needs, making for a more successful re-engagement strategy”.

Dan Cons, head of charities and education at Ve, commented: “Our data demonstrates that, on average, the conversion of charitable purchases requires less marketing engagement – and as such, that consumers have less hesitation than when purchasing in other sectors.

This would imply that consumers are more motivated and assured when spending their money for a greater good: it paints a rather compassionate picture of the UK online customer.”

Having said this, on average 62% of customers will still abandon their donation despite their good intentions. Email re-engagement is a creative and effective way to bring visitors back to your site so that they can complete it. Charities that aren’t using this strategy are missing out on a fantastic opportunity.”

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