Real-Time Marketing Report for Q4: 2016

This quarterly report covers Cart and Browse Recovery results for Q4 2016: Oct-Dec. (previous report for Q3 2016, yearly report for 2016).

In Q4 2016, our average client doing Cart and Browse Abandonment made £100K extra sales for each £1M of turnover (35% more than Cart Abandonment Emails alone).

This infographic shows Cart Abandonment levels and the results from sending Cart and Browse Abandonment Emails.

Version in GBP (£)

Key observations:

  1. The overall recovery rate has fallen slightly from 11.46% (Q4 2014) to 10.78% (Q4 2015) to 9.96% (Q4 2016). I think this is mostly because more shoppers are using multiple devices and, even with the efforts we put into joining together all these sessions, overall identification rates and hence the proportion of shoppers who can be called back will have fallen somewhat. But if you'd have told me that we'd still be getting about 10% sales uplift from recovery emails after several years, I'd have taken it!

  2. Cart Abandonment figures have fallen below 56%, continuing the improving trend of the last 3 years. Cart Abandonment is still a major problem but marketers are making steady progress.

  3. The usual warnings apply. There is a lot of variation in sales uplift across our clients even in the same sector - everyone is making money but not equally so. And, as with all such data, there is room for error in these figures. The recorded results could be too high because some customers were going to buy anyway even if we didn't send recovery emails or too low because some were reminded by the emails but bought in a way that we couldn't measure. We do our best but nothing is 100% accurate.



This Quarter Figures


Sales Uplift

9.96% (7.40%  from Cart Recovery plus 2.56% if Browse Recovery is done too.

Extra sales attributed to Fresh Relevance compared to normal sales

Sample Size

Billions of page views

From a representative sample of Fresh Relevance clients worldwide who are doing Cart and Browse Abandonment

Proportion of Carts Abandoned

55.73% by number

Number of abandoned carts/total number of carts

Proportion of revenue from Browse Recovery


Browse Recovery revenue/Cart and Browse Recovery revenue (for clients doing both)

Average return from a single Cart Recovery Email

£16.40 ($20.22)

Cart Recovery emails

Average return from a single Browse Recovery Email

£3.66 ($5.51)

Browse Recovery emails (more of these are sent than Cart Recovery Emails)

Copyright © Fresh Relevance. You are welcome to reuse this data on public websites, provided it is attributed prominently with a link to this page as follows: Data from Fresh Relevance Ltd.

Want to find out more?


01/20/2017 Industry Report