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(May 7, 2001) -- A new report from the Atlas Institute, part of the Atlas DMT operating unit of Seattle-based digital marketing company Avenue A, shows that industries that specialize in higher-ticket items, such as financial services and computer electronics, have higher average customer drop-off rates than other industries.

The four-month study analyzed drop-off data from 26 advertisers. To determine the rate, the Atlas Institute looked at the percentage of people who made it to the final step of the purchase or registration process on a site without buying or registering for the product or service. The drop-off rates were linked to the cost of the products under consideration. -- Adrienne Mand

Copyright May 2001, Crain Communications Inc.

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