Online retailers looking to minimise instances where consumers abandon their shopping carts before checking out must make sure they are able to act promptly to avoid declines in their conversion rates.

This is according to a new whitepaper from analytics firm SeeWhy, which highlights the fact that online consumers tend to have short attention spans.

Companies using emails to follow up cases of abandoned shopping baskets must make sure they send these messages immediately after the action has been detected, the company says.

It points to figures showing that follow-up emails are three times less effective if they are sent more than 24 hours after the cart was abandoned and seven times less effective if delivered 72 hours afterwards.

SeeWhy explains: "It's obvious why your response rates drop so much - your communication is no longer relevant to the customer."

It adds that an automated follow-up email is more likely to be effective as it will be sent minutes within the abandoning of the shopping cart and because it will be personal and relevant to that customer.

According to research released by SeeWhy last month, less than one-tenth of online retailers follow up on shopping basket abandonment cases on the same day.
 

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