EQ3 2016: Mobile Ate The World 

QUARTERLY REPORT

The path to a purchase is rarely straightforward. 

Marketers, to their credit, recognize that. And they have a good handle on where their websites serve as blockers. But being too focused on website performance can actually lead marketers to fall short on another part of the purchase equation: the customer.

Conventional wisdom has been that, when a shopper fails to complete a purchase, the biggest indicator of whether retailers can win back that shopper is how long ago the shopper visited the site. Our previous research backs this up: recency is a key factor in re-igniting purchase intent

But it’s not so simple.

Inside this EQ, we analyzed more than 37 million return purchases to help marketers understand where they have customer re-engagement problems, with which type of customers they have those problems, and where they should focus their efforts to improve customer experiences

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