a Listrak's research of SCA in 2015. You can find tips to reduce SCA in your ecommerce

1. 1
R E S E A R C H S T U D Y
2015 Shopping Cart Abandonment Research Study
Beginning in 2011, Listrak has conducted an annual shopping cart abandonment (SCA) study on the
retailers in the current Internet Retailer Top 500 Guide¹ and Second 500 Guide². For two years previous
to the first study we looked at just the retailers in the Internet Retailer Top 500 Guide. Looking at the
studies throughout the years, there has been a steady upward trend in several areas: the number of
retailers using SCA emails; the number of SCA emails sent per retailer; the number of retailers reaching
back to abandoners sooner; and the withholding of discounts in first SCA email.
While each year we found that more and more top retailers were adopting SCA programs and using
them more effectively, each year we still found a surprisingly significant number of top retailers not
taking advantage of this powerful retargeting opportunity, and of those using SCA, many who were not
optimizing results with proven best practices.
Similarly, this year’s study presents the findings for the shopping cart abandonment practices of the retailers
in the 2015 Internet Retailer Top 500 and Second 500 Guides, and as in previous studies, we note the
continuation of the trends above, as well as some notable shifts, and point out areas of missed opportunity.
This year we also share data based on the campaigns of hundreds of Listrak retail clients that quantifies
the effectiveness of SCA campaigns, and therefore the extent of the missed opportunities of many of
leading retailers. We then go a step further by studying top performing shopping cart abandonment
campaigns in order to identify best practices.
SHOPPING CART ABANDONMENT CAMPAIGN USAGE
While 2015 once again saw an uptick in the number of top retailers who use shopping cart abandonment
campaigns to retarget shoppers, it appears that use is approaching a plateau.
In the 2011 study, we reported that 14.6% of the Top 1000 retailers sent at least one SCA message: 18.7%
of the Top 500, a 42% increase vs. 2010; and 10.7% of the Second 500 (not studied in 2010).
Then in 2012, our study revealed that 30.1% more of the Top 1000 retailers adopted shopping cart recovery
tactics vs. 2011, with 19% sending at least one SCA email. The Top 500 retailers, at 19.4%, had seen a 4.8%
increase, and the Second 500, at 18.8%, had seen a significant 75.7% increase.
In 2013, the trend continued with 24.5% of Top 1000 retailers sending at least one SCA message, an
increase of 29% vs. 2012. The Top 500, at 23.5%, increased 21% and the Second 500, at 25.5%, had
increased 35.6%.

2. R E S E A R C H S T U D Y 2
Last year’s study revealed that, at 33.5%, 36.7% more of the Top 1000 retailers were sending at least one
SCA message vs. 2013 - at 34.3%, 45.9% more of the Top 500 retailers and, at 32.7%, 28.2% more of the
Second 500.
And while this year’s research shows that the trend continued in 2015, as the graph below shows, the
increases are notably less dramatic. At 35.2%, 5.1% more of the Top 1000 retailers are sending at least one
SCA message vs. 2014. At 35%, the increase is just 2% for the Top 500 retailers, and at 35.4%, 8.3% more
of the Second 500.
Clearly, not only
has the number of
Top 1000 retailers
employing shopping cart
abandonment retargeting
tactics begun to plateau,
but the divide between
the usage of the Top 500
and Second 500 has
narrowed, as well. With
only little more than one
out of every three Top
1000 retailers sending at
least one SCA message,
this is a notable and
surprising finding.
2015 increase over 2014
Top 500
Retailers
35%
2% 8.3%5.1%
Top 1000
Retailers
35.2%
Second 500
Retailers
35.4%
2015 RESULTS: Top retailers sending at least one
shopping cart remarketing message
40%
35%
30%
25%
20%
15%
10%
5%
0%
2011 2012 2013 2014 2015
Top 500 Retailers Second 500 Retailers Top 1000 Retailers
TOP RETAILERS WHO SEND AT LEAST ONE SCA EMAIL

3. R E S E A R C H S T U D Y 3
NUMBER OF SHOPPING CART ABANDONMENT MESSAGES
Along with the upward trend in the retailers in
the Internet Retailer Top 500 and Second 500
Guides sending at least one SCA message, we
have historically likewise seen an increasing
trend in the number of SCA messages they are
sending per campaign.
In 2011, we reported that an “astounding” 77.5%
of all shopping cart abandonment campaigns
received from the Top 1000 retailers featured
only one email – 80% from the Top 500 and 75%
from the Second 500. That year 15.8% of the Top 1000 – 16.7% of the Top 500 and 15% of the Second 500
– sent two emails, and just 6.7% of the Top 1000 sent a third message – 3.3% of the Top 500 and 10% of
the Second 500.
In 2012, our study showed that fewer retailers were only sending a single SCA message – 62.4% of the Top
1000, down 19.5% from 2011 - and the gap narrowed between the Top 500 and Second 500, with 62.5%
and 62.3%, respectively, sending just one message. That year, the number of Top 1000 retailers sending
two SCA messages increased 7.6% to 17%. Interestingly, the Top 500 sending two remained at 16.7%, but
the Second 500 increased to 17.3%. Most dramatically, the number of Top 1000 retailers sending three
SCA messages jumped 207% to 20.6% - 20.8% of the Top 500 and 20.4% of the Second 500.
In our 2013 study, we found that even fewer Top 1000 retailers were opting for a single SCA message –
44.9% vs. 62.4% in 2012. The number of Top 500 retailers sending just one email was down 18% to 51.3%
and the Second 500 was down 38% to 38.6%. Top 1000 retailers sending two SCA messages increased to
22% - 20.5% of the Top 500 and 23.6% of the Second 500. Likewise, the number sending three messages
continued to grow – 29.3% of the Top 1000, 25.6% of the Top 500 (a 23% increase) and 33.1% of the
Second 500 (a significant 62% jump). That year we also found that 3.6% of Top 1000 retailers were now
sending four or more messages – 2.6% of the Top 500 and 4.7% of the Second 500. In fact, that year we
reported that we’d actually seen retailers sending as many as 11 SCA messages.
Last year, the number of Top 1000 retailers sending only a single message decreased only slightly to
42.9%. The number of Top 500 retailers decreased to 46.8%, however the number of Second 500 actually
increased to 39.1% from 2013’s 38.6%. Interestingly, 22.4% of Top 1000 retailers sent two SCA messages
– up very slightly from 20% last year – but while the Top 500 increased 31.2% to 26.9%, Second 500
retailers sending two messages decreased from 23.7% to 18%. It’s worth noting that overall, the number
of Top 1000 retailers sending three SCA messages actually decreased in 2014 to 27.3% from 29.3%, but
interestingly, while the Top 500 decreased 24.6% to 19.3%, the Second 500 increased 6.9% to 35.4%.
And in 2014, while the number of top retailers sending four or more messages was still very minimal, it
increased significantly. At 7.2%, the number of Top 1000 retailers doubled vs. 2013 – with Top 500 retailers
increasing 169.2% to 7% and Second 500 increasing 59.6% to 7.5%.
We have historically seen an
increasing trend in the number of
SCA messages retailers are sending
per campaign.

4. R E S E A R C H S T U D Y 4
In 2015, the greatest number of Top 1000 retailers are still only sending only one message, but the gap is
narrowing. This year, we found that 36.2% of Top 1000 retailers are sending a single SCA message, a 15.6%
decrease vs. 2014. At 35.4% Top 500 retailers continued to decrease (24.3%), and the Second 500 at
36.9% began once again decreasing (5.6%). 25.9% of Top 1000 retailers are sending two SCA messages,
up from last year’s 22.4%, this time with both the Top 500 and Second 500 increasing to 33.1% (up 23%)
and 18.8% (up 4.4%) , respectively. This year, the number of Top 1000 retailers sending three messages
began climbing again, reaching 28.8% (up 5.4%), with the Top 500 at 24.6% (up 27.4%), but at 33%, the
number in the Second 500 actually dipped 6.8%. Overall, the number of Top 1000 retailers sending
four or more SCA messages increased this year to 9.5% (up 31.9%). While Top 500 retailers were down
slightly to 6.9% (1.4%), the Second 500 rose to an impressive 11.9%, up 21.1%. This year we tracked retailers
sending up to eight SCA messages:
35.20% - 1 Message
22.50% - 2 Messages
13.40% - 3 Messages
4 Messages - 3.30%
5 Messages - 1.00%
6 Messages - 0.70%
7 Messages - 0.40%
8 Messages - 0.30%
NUMBER OF SCA EMAILS SENT BY TOP 1000 RETAILERS IN 2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Top
10
0
0Top
50
0
Second
50
0
Top
10
0
0Top
50
0
Second
50
0
Top
10
0
0Top
50
0
Second
50
0
Top
10
0
0Top
50
0
Second
50
0
2011 2012 2013 2014 2015
NUMBER OF SCA EMAILS 2011-2015
1 Message 2 Messages 3 Messages 4+ Messages

5. R E S E A R C H S T U D Y 5
SCA CAMPAIGN EMAIL CADENCE
The First Email
Historically we have seen that each year more
top retailers deploy the first shopping cart
abandonment email within the first 24 hours post
abandonment, and that more of the Second 500
retailers consistently do so than the Top 500.
Interestingly, this year, the trend continued with
more Top 500 retailers sending the first message
within the first day, however, for the first time
since 2011, fewer of the Second 500 sent within
24 hours versus 2014. It will be interesting to see
if this decline continues.
For the first time since 2011, fewer
of the Second 500 sent the first SCA
email within 24 hours.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2011 2012 2013 2014 2015
Top 500 Second 500
FIRST MESSAGE SENT WITHIN 24 HOURS OF ABANDONMENT

6. R E S E A R C H S T U D Y 6
The Second SCA Email
Over the past several years, while we have seen top retailers sending the second SCA message up to five
days or more after the first, the most popular cadence has been within 48 hours, with the most Second
500 retailers doing so every year since 2012. This year, however, there was a decline in second SCA emails
being sent within two days of the first by both groups. Top 500 retailers sending within 24 hours was
down 38.5%, and those sending two days after the initial SCA email was down 7%. 20.2% fewer of Second
500 retailers sent within the first 24 hours this year, and those sending two days after the first SCA email
was down 65%.
In fact, there was much fluctuation for both groups in the timing of second messages this year:
0%
20%
40%
60%
80%
100%
2011 2012 2013 2014 2015
Top 500 Second 500
RETAILERS SENDING THE SECOND SCA EMAIL
WITHIN 48 HOURS OF THE FIRST
% CHANGE IN TIMING OF 2015 SECOND SCA EMAILS VS. 2014
-100%
0%
100%
200%
300%
400%
500%
600%
700%
1 day 2 days 3 days 4 days
Top 500 Second 500

7. R E S E A R C H S T U D Y 7
The Third SCA Email
The timing of the third SCA email for both the
Top 500 and Second 500 retailers, as shown
below, has fluctuated from year to year. The
only thing that has remained constant is that the
fewest number of Top 1000 retailers sends the
third message within one day of the second and
that most send the third message more than 3
days later.
The timing of the third SCA email for
both the Top 500 and Second 500
retailers has fluctuated from year
to year.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Top 500
2011
Top 500
2012
Top 500
2013
Top 500
2014
Top 500
2015
Second
500 2011
Second
500 2012
Second
500 2013
Second
500 2014
Second
500 2015
1 day 2 days 3 days more than 3 days+
TIMING OF THE THIRD SCA MESSAGE
Use of Discounts
Offering a discount, free shipping or other
incentive in order to get a cart abandoner to
complete an order is a successful strategy,
however, it compromises the profitability of the
sale. Sometimes, all an abandoner needs is a
reminder that something was left in a cart, and
research shows that retailers in both groups,
for the most part, have come to realize this and
have begun to wait until later in the SCA email
series to introduce an offer.
Sometimes, all an abandoner needs
is a reminder that something was left
in a cart, and retailers have come to
reailize this.

8. R E S E A R C H S T U D Y 8
With the exception of this year, when we saw a small uptick in the number Top 500 retailers offering a
discount in the first SCA email (20% vs. last year’s 18.1%), every year since 2011 we have seen both the
number of Top 500 and Second 500 who feature a discount in the first SCA email steadily declining. And
while since 2011 significantly more Second 500 retailers have waited to feature discounts in the third versus
second SCA email, it was not until 2013 that Top 500 retailers began waiting until the third message.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Top 500
2011
Top 500
2012
Top 500
2013
Top 500
2014
Top 500
2015
Second
500 2011
Second
500 2012
Second
500 2013
Second
500 2014
Second
500 2015
Message 1 Message 2 Message 3
OFFERS/DISCOUNTS IN SCA EMAILS
Looking at this year specifically, the trend
in retailers waiting longer to offer discounts
continues through the fourth email, with only
17.3% of top retailers offering an incentive in
the first email, and that number consistently
growing through the fourth email, where more
than two thirds (75.8%) of the Top 1000 retailers
feature offers.
The trend in retailers waiting longer
to offer discounts continues through
the fourth email.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Email 1 Email 2 Email 3 Email 4
2015 PERCENTAGE OF TOP 1000 RETAILERS OFFERING
DISCOUNTS IN SCA EMAILS

9. R E S E A R C H S T U D Y 9
Personalization
Personalization in email in its infancy simply
meant using a subscriber’s name in the subject
line and/or body of the email, and it’s a practice
that is still in use.
In 2011, we found that 27.4% of the Top 1000
retailers (26.6% of the Top 500 and 28.8% of
the Second 500) were personalizing the first
SCA message with the subscriber’s name.
Jump to 2015 and we found that just slightly
fewer – 23.8% - of the top 1000 retailers are still
using personalization by name in the first SCA.
Interestingly, this year, only 19.4% of Top 500 retailers are doing it, but 28.3% of Second 500 retailers –
just slightly fewer than in 2011. In this year’s study we also noted that most retailers - 94.1% - who opt to
personalize by name in the first email continue to do so through the second and third emails.
In several, but not all, of our studies, we have taken a look at the use of product recommendations to
personalize SCA emails.
In 2011, we reported that 38.7% of retailers sending at least one SCA message included an image of the
abandoned product in the email. Then in 2013, we took a look at the use of product recommendations
by top retailers who send at least one SCA message both online and in email. That year we found
that while 90% and 84% of Top 500 and Second 500 retailers, respectively, were featuring product
recommendations onsite, only 12% and 4%, respectively, were including them in SCA emails.
In this year’s study we found that 24% of Top 500 retailers who send at least one SCA message include
personalized product recommendations in at least one SCA message – up 8.1% from 2014. And while
only fewer than half of that – 11.4% - of Second 500 retailers do the same, it is a 51.5% increase vs. 2014.
Usage of product recommendations is nearly identical for SCA messages one and two, and only drops
slightly for SCA messages three and four:
94.1% of retailers who personalize by
name in the first email continue to
do so through the second and
third emails.
0%
5%
10%
15%
20%
25%
Email 1 Email 2 Email 3 Email 4
TOP 1000 RETAILERS USING
PRODUCT RECOMMENDATIONS IN SCA EMAILS

10. R E S E A R C H S T U D Y 10
SCA PERFORMANCE: WHY SCA CAMPAIGNS ARE SO IMPORTANT
So why is the fact that in 2015 only slightly
more than a third of the Top 1000 retailers,
as rated by Internet Retailer, send at least
one shopping cart abandonment retargeting
message shocking to us? Because at Listrak,
we have hundreds of retail clients using the
solution with results that prove that top
retailers are leaving millions of dollars on the
table, so to speak, by failing to use this
well-oiled, time-tested strategy.
We looked at the SCA conversation metrics of 550 retailers across an array of verticals for a full year (July
2014-July 2015). We found that the average SCA conversation open rate is 24.3%, the average click to
visit rate is 26.9%, and the average conversion rate is 19.7%, all significantly outperforming the respective
metrics of the marketing messages of our top performing retailers who also have SCA campaigns:
It is worth noting, that while the average SCA conversation conversion rate is 19.7%, the largest number
of retailers – 34.4% - falls into the 20-30% average conversion rate range.
Listrak clients’ SCA results prove
that Top 500 and Second 500
retailers are leaving millions of
dollars on the table.
0%
5%
10%
15%
20%
25%
30%
Open Rate Click to Visit Rate Conversion Rate
SCA Conversion Marketing Message
LISTRAK SCA CAMPAIGN METRICS

11. R E S E A R C H S T U D Y 11
We also took a look at the SCA conversation rate of retailers by vertical. Although retailers we researched
represent a wide array of different verticals, below are the rates for the verticals with the largest numbers
of retailers:
0%
5%
10%
15%
20%
25%
Apparel/
Accessories
Food/
Drug
Health/
Beauty
Housewares/
Home
Specialty/
Non-Apparel
30%
35%
LISTRAK SCA CONVERSATION CONVERSION RATE BY VERTICAL
TOP 50 PERFORMING LISTRAK SCA CAMPAIGNS – JULY 2014 – JULY 2015
But averages are just that, and as we reported
in our Modal Acquisition Research Study, at
Listrak we advise our clients to strive for the
metrics of top performing campaigns, rather
than seeking to simply be average or slightly
better. To that end, we took a close look at the
details of the 50 highest performing shopping
cart abandonment programs of the 550 we
studied, based on SCA conversation conversion
rate. The highest conversation rate in the group
is 55.06%, and the average of the 50 is 41.3%.
Below is a close look at top performing SCA campaign details:
Number of Messages – More is More
56% of Listrak’s top performing SCA campaigns have three messages. The next most popular number
of messages is four at 32%, while only 8% have two messages and 4% a single SCA email. And while
four is the maximum number of messages being sent by the 50 top performing retailers, our work
with hundreds of clients shows that if the last SCA message is converting at a double digit rate, it is
beneficial to add another message to the campaign.
We advise clients to strive for the
metrics of top performing campaigns,
rather than seeking to simply
meet averages.

12. R E S E A R C H S T U D Y 12
Timing of the First SCA Message
The timing of the first SCA messages ranges widely among Listrak’s top performing SCA programs,
from just one minute post abandonment to eight hours, with the average being 166 minutes (2 hours,
46 mins). The most frequently used timing for top performing campaigns is three hours, with 74% of
retailers with top performing SCA campaigns using a 180 minute wait step.
Timing of the Second SCA Message
Of the 96% of Listrak’s top performing retailers sending a second SCA email, the most popular cadence
is two days after the first. Interestingly, the next most popular time is just one day after the message
at 20.8% and then a jump to five days at 6.3%. None of the top performing retailers sends the second
message either three or four days following the first.
2%
1 min 15 min 30 min 60 min 120 min 180 min 240 min 480 min
8%
74%
4%
2% 4% 4%2%
TIMING OF FIRST SCA MESSAGE
3 days1 day 2 days 4 days 5 days
20.83%
72.91%
0% 0% 6.25%
TIMING OF SECOND SCA MESSAGE

13. R E S E A R C H S T U D Y 13
Timing of the Third SCA Message
88% of Listrak’s retailers with top performing SCA programs send a third SCA message, and send it
anywhere from one day to two weeks after the second. The most popular wait period between the
second and third messages by far, however, is five days. None of the retailers sends six days after the
second message or any time between seven and 14 days.
Timing of the Fourth SCA Message
32% of top performing retailers send a fourth SCA message, and while the most popular timing is four
days after the third, the timing of this message is the most inconsistent of all in the series.
1 day 2 days 3 days 4 days 5 days 7 days 14 days
4.54%
13.63%
9.09%
2.27%
59.09%
6.81% 4.54%
TIMING OF THIRD SCA MESSAGE
18.75% 18.75% 18.75%
1 day 2 days 3 days 5 days 7 days 14 days
6.25%
25%
12.50%
TIMING OF FOURTH SCA MESSAGE

14. R E S E A R C H S T U D Y 14
DISCOUNTING
As we noted about retailers in general, while
offering an incentive to complete the purchase
on an abandoned cart is a fairly common
practice, retailers realize that sometimes
a simple reminder is all that is needed and
therefore opt not to unnecessarily sacrifice
margin in the first SCA message. In fact, 90%
of Listrak’s retailers with top performing SCA
campaigns do not include an offer in the first
message.
18% of the retailers studied do not offer an incentive until the last email in the series and 20% do not
offer an incentive at all. 14% withhold an offer in the first email and then feature the same incentive in
all subsequent SCA messages, and 22% implement a discount ladder strategy, whereby incentives build
with each message in the series.
Incentives
Of the one in 10 top performing Listrak retailers offering an incentive in the first SCA email, an equal
number – 4% each – offer 10% off and free shipping – and 2% offer 5% off a purchase.
In the second SCA email, 39.6% of retailers are still withholding an incentive, and of those offering an
incentive, the lowest – 5% off – is the most used.
90% of Listrak retailers with top
performing SCA campaigns do not
include an offer in the first message.
39.58%
20.83%
6.25% 6.25%
2.08% 2.08%
12.50%
8.33%
2.08%
none 5% off 10% off 15% off 20% off 5$ off free gift free
shipping
free gift
and free
shipping
INCENTIVES IN SECOND SCA MESSAGE

15. R E S E A R C H S T U D Y 15
The third SCA messages of Listrak retailers with top performing SCA campaigns include an array of
incentives, with 10% off clearly being the most used.
Of the 32% of our retail clients with top performing SCA campaigns who send a fourth SCA message,
one quarter still use a 10% off incentive, while an equal number offer 5% off.
0% 5% 10% 15% 20% 25% 30% 35%
15% + free shipping
10% + free shipping
$5 off shipping
free gift and free shipping
free shipping
free gift
$10 off
20% off
15% off
12% off
10% off
7% off
5% off
none
INCENTIVES IN THIRD SCA MESSAGE
0% 5% 10% 15% 20% 25% 30%
20% + free shipping
free shipping
$10 off
20% off
10% off
7% off
5% off
INCENTIVES IN FOURTH SCA MESSAGE

16. R E S E A R C H S T U D Y 16
DESIGN OF TOP PERFORMING SCA MESSAGES
The call-to-action is key in all emails, and is especially important in shopping cart retargeting. No
matter if it’s the first or fourth SCA message, the retailer’s fundamental purpose in sending the email is
to make it easy for the cart abandoner to return to the site and complete the sale.
With that in mind, it is not surprising that only 14% of our retailers with top performing SCA
campaigns feature only a single call-to-action button in their SCA emails. While 24% feature two CTA
buttons, the greatest number – 62% - feature three calls-to-action, most often two buttons and a link
in the email copy.
The most-used CTA is the simple but urgent “Checkout Now” button, which is used by 78% of the
retailers, and the most used combination is two checkout now buttons and a link in the copy, which is
the strategy used in 54% of the SCA emails.
62% of Listrak retailers with top performing SCA campaigns use the same creative for each message in
the series, only changing the copy and/or offer from email to email. 12% use the same basic layout but
simply change the image in each email.
SCA Email Design Best Practices
Listrak’s Professional Services team meets regularly to evaluate the success of our clients’ solutions and
to share third party research on best practices. Below are their basic guidelines for working with clients
on SCA email design and messaging:
Do research - Look into the reasons why customers abandon carts for a particular retailer and address
those reasons with message content.
Don’t patronize - There is no need to state the obvious -- nearly all customers know they “forgot
something” or “left something behind”. Instead, give abandoners reasons to come back and buy.
Be clear and succinct - Tie the customer to their actions - “Thank you for visiting us. Come back, finish
checking out, and save 10%.”
Pay attention to subject line - Make it a maximum of 40 characters, keeping the important words in the
first 35 characters.
Leverage preheaders - Use preheaders to note an everyday promotion, if applicable (free shipping, free
returns, price guarantee, etc.), and reiterate the urgency of the subject line.
Be clear, yet creative with calls-to-action - Consider being creative with the verbiage, but be clear with
what you want the user to do.
Properly place incentives - If a code is dynamic or uses a personalization tag, it should live outside of
the hero itself in a separate, html-text section.

17. R E S E A R C H S T U D Y 17
METHODOLOGY
Each year (since 2011) Listrak visits websites on Internet Retailer’s Top 500¹ and Second 500² lists. If
an organization has more than one brand, only one site is shopped. Sites that cannot be shopped are
excluded from the data.
The same tactics are employed on each site. If a site has a modal lightbox, we subscribe via that
method. If not, we subscribe using the form or link provided in the header or footer. We create accounts
where necessary.
We then add an item to the shopping cart and begin, but do not complete, the checkout process. We
add the following information on the form: first and last name, email address, physical address and
phone number.
We then monitor the abandonment emails we receive.
For this research study, we also looked at the shopping cart abandonment conversation metrics of
550 retailers who are Listrak clients across an array of verticals for a full year (July 2014-July 2015),
including conversation open, click to visit and conversion rates. In addition, we looked at the same
metrics, as well as design aspects, of the 50 top performing SCA campaigns of those retailers based on
conversation conversion rate.
Sources:
1. Internet Retailer Top 500 Guide
2. Internet Retailer Second 500 Guide