# Online shopping cart abandonment rates ‘lowest on charity sites’

- Link: https://fundraising.co.uk/2015/07/29/online-shopping-cart-abandonment-rates-lowest-on-charity-sites/
- Published: 2015-07-29T16:40:33+01:00
- Author: Howard Lake

**Transactions on charity websites are the least likely to be abandoned compared
to other sectors, according to ecommerce platform provider Ve. Their research has
also found that charities are the most successful organisations at emailing those
who abandon their online transaction and persuading them to return and complete 
it.**

The cart abandonment rate for charities (when donors fail – or choose not – to complete
an online transaction) is **62%**, according to Ve’s analysis of its clients’ transactions
during 2014.

The highest abandonment rate of **92%** occurred on education institutions’ sites,
driven by the number of people applying online for education programmes. This was
followed by the travel and leisure sectors (both at **79%**).
Financial services,
retail and publishing sectors did better, achieving cart abandonment rates from **
69-70%**. 

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![Online shopping card abandonment rates by industry (2014)](https://www.fundraising.
co.uk/wp-content/uploads/2015/07/cart-abandonment-rates-2014.jpg)

Charities achieve the lowest transaction abandonment rates online – but could still
improve!

## Credit to charities – or donors?

The findings are encouraging for charities, but could be interpreted in two ways:

1. Charities are very successful in UX (user accessibility) design on their websites,
or
2. Individuals are more determined when giving online than shopping online, and
more forgiving of charities’ website processes.

## Turning abandoned visitors into online donors

![Re-engagement emails per sale by industry](https://www.fundraising.co.uk/wp-content/
uploads/2015/07/re-engagement-emails-per-sale-2014.jpg)

Charities are best at getting people to return to their shopping cart and complete
the donation.

 Ve also found that charities beat other commercial sectors in being the most successful
in using email to re-engage people who had abandoned the donation process and to
persuade them to complete the donation transaction.Charity clients of Ve secured
on average one donation for **every 26** re-engagement emails sent. In the financial
services sector it was one transaction in **every 102** emails.

Ve puts this success down to the charity sector’s ability “to pull at consumer heart-
strings”. It adds “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](http://www.veinteractive.com),
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.”

The findings cover the period from 1 January to 31 December 2014 and relate to abandonment
and re-engagement campaigns by Ve Interactive’s clients. The figures in the report
exclude general marketing or awareness campaigns.
 _Main image: [abandoned shopping trolley](http://www.shutterstock.com/pic-294431735.html&src=download_history)
by Aurelio Wieser on Shutterstock.com_ 

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