Diet products require low engagement levels from marketers

Diet and health products require among the lowest engagement levels from marketers to generate a sale, according to recent data published by ecommerce conversion company Ve. The same research also found that online shoppers are less likely to abandon their cart when purchasing diet and health products than any other product in the retail sector.

In contrast, consumers shopping for recreational products had the highest cart abandonment rate (76%), followed by home and office products (75%). Fashion and beauty products also saw consumers abandoning their carts at a high rate of 73%.

It was also found that an average of 52 re-engagement emails were sent to prospects per diet-product conversion, significantly lower than the majority of other retail-sector products. Only recreational retail products required fewer re-engagement emails (43) per sale closed. More than twice the number of re-engagement emails were required per sale of beauty products (127), with only electronics requiring more (159).

Results of the report would suggest that on average, consumers who browse diet products online need little encouragement to convert from prospect to buyer.

Neela Ahmed, director of retail at Ve, commented: “This data demonstrates that diet products require less marketing engagement than other sectors, which implies that consumers are faster to spend money on dieting. Considering the sensitive and personal nature of these products, diet product advertising must be ethical, responsible and open to public scrutiny.”