Visitors who did not become customers.
If your online store has a 1% conversion rate, in practice, it means that one out of 100 visitors actually makes a purchase, and this specific customer exhibited actual buying behavior, leading to their final decision to make a purchase. However, you have probably wondered why the remaining 99 visitors did not make a purchase.
Most online store owners focus mainly on customers, but still, not enough attention is given to the rest who visited the online store and left without making a purchase (which typically represents a cost for the online retailer).
Online store owners often think primarily as merchants and not as actual visitors to their own online stores, which is why they lump all customers into the same category. The truth is entirely different, as there is no difference with customers than in everyday life. People are different, and so is each customer, requiring different communication strategies when dealing with various customers. Our goal should always be to optimize the store as much as possible, relying on good analyses, as they also yield the best results.
The behavior of visitors who left without buying is best understood with session recordings and heatmaps (e.g. Microsoft Clarity, Hotjar), but only with consent and with fields containing personal data masked. A short exit survey is just as valuable: "What stopped you?"
Frequently asked questions
Most visitors do not buy on the first visit - this is normal. Reasons vary: not yet ready to buy, comparing options, do not have a card handy, or were distracted. The key is to reach them after they leave and bring them back.
Retargeting ads (Meta, Google), an abandoned cart email (if the visitor entered their email address themselves and you have a legal basis), exit-intent messages and push notifications (if the visitor consented). Retargeting and tracking require the visitor's consent. A combination of channels is most effective.
You can start retargeting soon after the visitor leaves, but only for those who consented to advertising tracking. How long you keep targeting visitors depends on the length of the purchase journey for your type of item; cap the frequency so the visitor is not followed around the web for weeks.
An email reminder (e.g. for an abandoned cart) needs an email address that the visitor entered themselves, and an appropriate legal basis. Retargeting ads do not need an email address, but they do need tracking (a cookie or a pixel), for which you need the visitor's consent.
ROAS of retargeting campaigns, click rate and conversion of abandoned cart emails, traffic from push notifications. We compare the conversion rate of returning visitors versus new ones - returning visitors typically convert better. Do not rely on email open rate, because privacy protection (e.g. in Apple Mail) distorts it.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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