According to 16 different studies 66.47% is the average shopping cart abandonment rate for e-commerce websites. In order to have more completed purchases than an average online store (I assume that is your goal) there are 2 tactics you should use:

– Increase the number of initially completed checkouts (decrease the number of abandoned orders);

– Reanimate and then convert previously abandoned orders.

Oracle/ATG Web Commerce has numerous tools that allow you to improve shopping cart abandonment and conversion rate. ATG Abandoned Order Services Module is one of those tools and is aimed to help you to implement the second tactic mentioned above – reanimate and convert previously abandoned orders.

You can find the scheme and explanation of how it works in our earlier post ‘How ATG Abandoned Order Services Work’. For now, let’s focus on the ways ATG Abandoned Order Services help you to convert abandoned orders.

1. Timely respond to abandoned order activity

According to a GetElastic infographic conversion rate of e-mails sent within 20 minutes after the cart was abandoned is the maximum (5.2% in average) and decreases twice within 24 hours! ATG Abandoned Order Services invoke an appropriate scenario as soon as an abandoned order is detected that increases the chance of reanimating and then converting previously abandoned orders.

2. Target different buyers differently

ATG Abandoned Order Services’ detecting and reporting tools allow you to distinguish different types of abandoned orders (high vs low-priced, once vs multiple times abandoned orders, etc.). Through using this data and on site shopping behavior data (also can be gathered, analyzed and used by Oracle/ATG Web Commerce) while creating ATG Scenarios you can target the most appropriate content to different groups of buyers that will increase your abandoned order conversion rate.

3. Automate shopping cart reanimation/conversion campaigns

While you still can manually assign an abandoned or lost status to an order (e.g. when you want to test different e-mail templates or promotional campaigns), Oracle/ATG Web Commerce saves you time and effort by automatically detecting and responding to different types of abandoned cart activity vis scenarios. As soon as you determine abandoned order criteria and create scenarios, ATG Abandoned Order Services will start working on converting those orders.

4. Test promotional and marketing campaigns to find what works the best

Not sure which e-mail templates or promotions would work the best for customers with different order types? Then manually assign an abandoned order status to the group of orders and apply different scenarios to them. Based on the results you can choose the scenarios that caused the best conversion rate.

5. Get the most accurate information about your shopping cart abandonment statistics and marketing campaigns’ success

ATG Abandoned Order Services provide rich reporting tools with multiple customizable abandoned order criteria that allow ATG to present detailed data on abandoned order related activity. Besides automatic changes of abandoned orders’ information (when a buyer completes a checkout, an order was idle for amount of days enough for order to get a ‘lost’ status, etc.) you can also manually change it (e.g. when a buyer reanimated an order via phone/online support) to have the most accurate abandoned order conversion data.

6. Track anonymous users abandoned order related activity

ATG Abandoned Order Services are also able to analyze and report on abandoned order activity by anonymous users that once again ensures the reported data accuracy. Monitor an abandonment/reanimation/conversion/lost rate, see what types of orders are usually abandoned, which marketing campaigns have been successful/failed and identify existing problems with order conversion as well as improve your abandoned order conversion strategy to boost revenue.