How can you prevent abandoned carts

Another abandoned shopping cart in your ecommerce? Come and discover everything you need to do to get that customer back.

There is no greater interest in buying a product than putting it in the shopping cart. However, for one reason or another, some of the people leave the product on the supermarket shelf or, what is the same, close the browser window.

But consider one detail.

It is assumed that the likelihood that these users will end up buying is 10 times that of other users who visit the homepage.

So we give these potential customers who were about to buy a little push to get them to click the "Add to Cart" button.

Ecommerce owner, what is your job?

Reclaiming abandoned shopping carts!

Why should we care about shopping cart recovery?

The abandoned shopping cart on an e-commerce should be our main concern when starting your online store.


As it is a "last-minute" purchase and a user who took a lot of effort to get here.

  • Many hours of your work creating the content.
  • More hours to optimize your site to infinity.
  • Investment in advertising.
  • Etc.

And that person, just one click to close, leaves?

You can't let this sale not take place.

Tracking the route taken by the abandoned shopping cart

Think of the fact that someone who left the shopping cart did one of the following:

  1. It came into your business through a paid or organic source (Facebook Ads, Adwords, Google Shopping, social networks, SEO, ...).
  2. She decided to buy a product and put it in the shopping cart.
  3. She created a user and gave you your email address and personal information to complete the purchase.
  4. However, for some reason she abandoned the purchase.

Ask yourself the following question: Is it easier to convince this user to buy or another user to go through this whole process?

The answer is clear, right?

Traffic vs. completion rate

As we have already commented several times on the blog, we sometimes get bogged down in generating more and more traffic for our online shop. We just want to see more visits because we think that the more visits we get, the more sales we get.

This claim is a mistake. The correct claim would be this:

With a higher completion rate, we get more sales.

And this is easy to prove with a short practical case.

Imagine two online stores that only sell a single product for € 5. Which one would you prefer?

  • Business 1: 100,000 visits per month and a 1% completion rate. According to the calculations (100,000 x 0.01% x € 5) it has a turnover of € 5,000 per month.
  • Business 2: 50,000 visits per month and a completion rate of 2.5%. It has a turnover of € 6,250 per month.

Again, the answer is clear, isn't it? Therefore…

Reclaiming abandoned carts is vital in order to get that close rate better and the store to sell more without driving more traffic.

Remarketing or retargeting? Are there any differences? Where is the recovery of the shopping cart located?

Even if both terms are often used as synonyms, there are slight differences, which is why we should use one or the other depending on the individual case.

Where do you think the abandoned cart recovery is located?

We explain it using an example. Imagine two users of your homepage:

  • The first one has just visited your shop and is surfing a few pages.
  • The second puts a product in the shopping cart but does not complete the purchase at the last moment.

In Initial stages of the final funnel, first case, let's use that Retargeting (You can show him an ad on Facebook Ads or a display network (Adwords) banner.

In the second case, with a customer whose details, email, and even the product they want to buy we already have, we need to be more aggressive to complete that half-hearted sale.

Instead of a banner, let's go directly to his inbox with an e-mail for the recovery of the shopping cart.

As you can see, both can be combined. The situation would be as follows:

  • We use retargeting with users who have visited us but have not shown a clear intention to buy (initial stages of the final funnel).
  • Remarketing completely attacks users who are prepared to buy, so we want to be decisive and close the sale as soon as possible.

¿Cómo lo vamos a conseguir?

How do we do that?

Email Marketing: The Perfect Technique for Reclaiming Shopping Carts

As could not be otherwise, email marketing is the main weapon in getting this shopping cart to go the right way.

But be careful, you have to be careful that our abandoned cart reclamation strategy doesn't turn into a series of spam emails that further put customers off.

For the successful use of this e-mail marketing for reclaiming shopping carts, we can advise you the following:

  1. Always ask for the email address before shopping: do not allow someone to buy from your shop without providing their details first. Make sure that a user is created and that at least name and e-mail are given. No email, none Party.
  2. Be careful with timing when sending an e-mail: Usually 3 emails are sent to recover the abandoned carts. But it depends on your style and the aggressiveness you want to show. The first is sent 1-2 hours later, the second 24 hours and the third several days later. Depending on the product, these emails may be further or less apart, as a person needs more or less time to decide when buying a computer or a T-shirt.
  3. Do not send discounts: only in very counted cases do not make discounts as a general rule. This could cause all customers to leave their shopping carts in anticipation of discounts.
  4. Differentiate the mails: The first email should ask why the shopping cart was abandoned and should refer to other help or support. The second should highlight the benefits of the product that has been left in the cart and the third something in relation to the expiration date of the price or the cart itself. This can vary widely and you can change it from one shop to the next.

This technique uses Amazon and she is doing well.

Try abandoning a shopping cart. In addition to the remarketing, you will receive emails to complete the purchase.

If you continue to use an email marketing tool that works automatically and applies etiquette, do this with the users depending on the action after the first e-mail and send the second depending on this response.

For example.

Imagine offering three possible answers to the question why the cart was abandoned:

  • Doubt: the customer is not 100% convinced and has withdrawn.
  • Price: unexpected delivery costs, taxes or in the end the price seemed too high to him.
  • Miscellaneous: different reasons; the card did not work, he no longer had internet ...

Depending on what he ticks, a second email will be sent.

If his answer is fraught with doubt, the second email might include:

  • Opinions of other buyers.
  • Tests of the guarantee and quality of the product.
  • Examples of its usefulness
  • Etc.

One step back and two forward and you get to a conclusion.

Once the price is said, you can send him a discount, although this is not very recommendable as we have seen.

If you really think price is the deciding factor, postpone the second email between 30 and 48 hours and then offer a small discount. 5% works well, it doesn't put too much pressure on your margin, and it acts as a bargain buy in the mind of the buyer.

In any case, the first option should always be to recover the shopping cart at the same time.

8 techniques to reduce abandoned shopping carts

In addition to email marketing, there are various measures that can prevent users from abandoning their shopping carts:

1. Online chat

A visible and prominent chat during the shopping process creates trust and allows the customer to ask questions at any time.

Customers don't like to have to look for help or the support center and prefer to speak to someone directly.

In this online store customer experience article, we examine this topic in depth. Look it up!

2. Decreasing steps

Review the steps required to purchase in your shop and try to reduce the number of windows or steps.

According to a study byBaymard28% of shopping carts are abandoned because the buying process is too long or too complicated.

The more steps and windows, the higher the abandonment rate.

If you've turned on the improved e-commerce option under Google Analytics, you can see that users are dropping out at every step of the buying process.

The payment itself must be included in this part.

En esta parte debemos incluir el pago en sí.

Some payment gateways, such as Redsys or Paypal, remove the user from the site and direct them to their own url in order to carry out the process. Others, like Stripe, incorporate payment on your side, remove a step, and prevent the possibility of a third party interference.

The ultimate goal is that Integration of the entire process on just one pagewhat as One page checkout is known. And it has been shown that this works best.

Can you imagine a combination of a fast and effective search engine with a one-step checkout?

The result is very high graduation numbers! 😉

3. Require minimum data

This is related to the above and is a common mistake.

The abundance of data to be filled in must not alienate the buyer. You don't need his date of birth, house number, or other ridiculous dates that are normally requested.

The same study by Baymard calculated that 37% of shopping carts were abandoned because "an account had to be created".

People like being able to shop as a guest.

What at least do you need to be able to deliver the product?

Do not ask for any further information. Also, keep in mind that the new Data Protection Act (LOPD) is very strict with regard to the data collected from the user.

4. Offer to register with Facebook or Google

The so-called social login is “in” and there is a reason for that.

Everyone has a Facebook account or an email address on Google. The Social login allow it, register with a single click by taking data from another platform or social network.

Add the registration using the data from other social networks, such as Twitter, and you can be sure that everyone is just one click away from filling in the data.

This will prevent the buyer from giving up on a very long form to be lazy.

5. Fast delivery and easier collection

Another important reason for abandoning purchases is the delivery time. The emotional side of shopping collapses when you have to wait 3 weeks to receive the product.

Clearly state the deadlines and shorten them as much as possible, the abandoned cart rate thank you.

Another important point is the collection. See how Amazon does it with its pick-up points and the Amazon Locker.

You noticed that people are not home all day. Hence they offer other delivery options so that the customer can pick up the order when it suits him best.

Amazon is the king of online sales and its peak performance in enhancing the shopping experience is the foundation of user satisfaction.

The speed of delivery and the ease of collection are now essential for every e-commerce. Make a note of that!

6. Offer different payment options

Imagine that the user who has already decided comes to the moment of payment but cannot pay.

It's strange that none of the options in your shop will serve it.

Either he does not have a PayPal account or his card is a debit card and only credit cards are allowed, or he wants to pay against withdrawal, but this option is not offered.

It is not necessary to offer too many options, but once you know your client's profile you should decide which three options will fit, but no more.

nowadays you should cover everything with card payment, either via Stripe or via the payment gateway of your bank or with PayPal.

If you have any doubts, you can read this article: Which payment methods should I use in my online shop?

7. Make sure there are no errors

We've seen more than one customer eventually discover that the Purchase process has an error.

The technical factors are always there and can turn into an unexpected headache at any time.

Check the functionality from time to time and whether there is more time than usual between process and process. The technology is fickle and it is better to be on your guard.

8. Transparent delivery cost policy

We saved that for the end, but this is the first reason to escape from the checkout page.

If you don't clearly state the delivery costs associated with your products, many customers will be surprised when they see them in their shopping cart and will abandon.

Put yourself in their shoes. Would you like to go to a supermarket and at the checkout you are surprised that your purchase costs 10% more than you thought?

Perhaps you will pay so as not to riot. But if you buy online, we assure you that few will continue with the process.

Again after the Baymard study 60% of cancellations are due to hidden costs.

And this not only includes delivery costs, but also sales tax, processing fees, mandatory insurance and other quibbles that can cost a few euros extra.

Try to get more money out of the buyer at the last moment and he'll cancel the purchase.

The solution can even be more beneficial: include the delivery prices in the price and use the free delivery as a promotional measure.

This way you get the same thing, but the user experiences the free delivery as an additional argument in favor of the purchase.

Are you ready to ensure that no shopping cart is left behind?

Create a series of recovery emails now and start putting into practice everything we've explained.

Next goal?

Zero Abandoned Shopping Carts.

Chiara Algarotti

International Marketing Specialist at Doofinder