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It’s a new year which must mean a new remarketing report! Here’s our latest infographic with the key cart abandonment and remarketing stats from the last quarter – featuring, for the first time, figures for Utilities and Non-Profit organizations.

Here are the headline stats from this quarter:

The global cart abandonment rate is 76.8% - Up 2.4% on the previous quarter! Click To Tweet Fashion boasts the lowest cart abandonment rate of any industry at 67.4% Click To Tweet SMS remarketing has an impressive 16.2% click (tap!) rate Click To Tweet


Taking a Mobile First Approach

Unless you’ve been living in a cave for the last couple of years*, you are no doubt aware of the fact that mobile is becoming an increasingly big deal when it comes to ecommerce – and indeed the web as a whole.

* In fact, for cave dwellers, mobile is probably even more important… but I digress.

Taking a ‘mobile first’ approach to the web was pretty forward thinking when Mark Zukerberg revealed Facebook’s strategy back in 2012. Now it is commonplace.

Google themselves of course have made their thoughts on the subject very clear in announcing their intentions to introduce a ‘Mobile-First Indexing’ approach.

If you haven’t tried out their excellent (and free) Mobile Testing Tool then give it a go today. It won’t necessarily make for comfortable reading, but with ‘more people searching on a mobile phone than a computer’ there’s no doubting how important it is to take seriously.


Remarketing for Mobile

When developing a remarketing strategy to combat abandonment on your website you need to go beyond just thinking about responsive design.

The companies we see making great strides in this area are looking at their desktop and mobile users independently and designing customer journeys accordingly.

Leading online travel agent Booking.com, use persuasive on-site remarketing messages on mobile that fade-in and then out again to add urgency to the booking process, reducing abandonment in the process.



Importantly, the messages don’t interrupt the experience (which would be irritating) but are instead designed to influence the consumer and encourage them to go ahead and book their trip there and then. From the promise of ‘best price guarantees’ to the fear of ‘scarcity’ – both are great examples of designing messages for mobile that help to reduce abandonment online.

Whilst Google tell us the frequency of searches on mobile devices, the same applies to email, with Litmus revealing that 55% of all email opens happen on a mobile device.

Retailers can go beyond responsive design with a few smart but subtle adaptations to the mobile versions of their emails:

From using ‘tap’ instead of click, using a hamburger menu to save space and a following ‘mini-basket’ icon to take people to their shopping cart. All work to both improve the customer experience on mobile and increase click and conversion rates.


Your Mobile Experiences

It’s never been more important to consider what the customer journey looks like on mobile. 2017 will be the year that it’s no longer an ‘irritant’ to deliver a bad experience, but genuinely damaging to your business – both in the eyes of Google and your customers.

We’d love to hear your views in the comments below on brands you feel are delivering a great mobile experience. And perhaps even those that need to raise their game.

Note for Editors: You’re welcome to use this data on your own website, provided it is attributed prominently with a link back to this page. Please contact marketing@salecycle.com for more info.


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  • Jack Ford

    Not surprised at the abandonment rate for the travel sector, I’ve been buying flights recently and to get the full prices for my dates I’ve had to go further down the checkout. Surprised non-profit is so high, I’d have thought if you were making a donation (or similar) you’d go through with it, maybe there’s more attention needed by non-profits on their “checkout” pages?

  • Nicholas Weschenfelder

    The SMS remarketing click (tap!) rate is awesome! Its something I have certainly noticed more recently in the past few months.
    For example I just booked my next blood donation appointment having a recieved an SMS reminder.
    I think one reason why its so successful is that it is just so responsive. Whilst emails build up in an inbox, texts are instantaneous and usually opened the moment they are received.