The Case of the Abandoned Shopping Cart

The Case of the Abandoned Shopping Cart

shopping basket June 27, 2016 By: Charles Cohon, MBA, CAE

When a customer initiates an online transaction on your website but never completes it, you've lost both the revenue and the opportunity to engage a new customer or member. What went wrong? Here's how one association CEO cracked the mystery for his organization.

If you are Costco, an abandoned shopping cart means melting ice cream forming a sticky pool on the floor of aisle six. If you are an association, an abandoned shopping cart means something else entirely. It means your marketing was on target, your value proposition was compelling, and a prospective member or conference attendee visited your website to join your association or register for your conference....