top of page
Writer's pictureLEVEN MEDIA GROUP LTD

The Beginners Guide To Recovering Abandoned Shopping Carts

Updated: Oct 24

Introduction

The growth of e-commerce has been extraordinary, particularly since 2020. Many new retailers have reaped the rewards of this boom, but it has also brought about changes in consumer behaviour. Before March 2020, cart abandonment rates hovered around 70%. However, once lockdowns began, many found themselves passing time by online "window shopping," adding items to their virtual baskets with no intention of buying. As a result, the cart abandonment rate surged to 88%, where it still remains.


While at first glance this may seem disheartening, it presents a fantastic opportunity to gain an edge over your competitors by:

  • Reducing initial e-commerce cart abandonment rates

  • Encouraging those who abandon their carts to return and complete their purchases


In this guide, we'll outline strategies that will not only help drive more sales but also encourage customers to come back and become long-term, loyal buyers.

Why Shoppers Abandon Carts
The reasons for shopping cart abandonment are numerous, but many of them stem from negative experiences or unnecessary obstacles during the buying process. Some of the most common causes include:
  1. Hidden Costs: Unexpected charges such as shipping fees or taxes that appear during checkout can turn customers off. To combat this, be transparent about extra costs upfront.

  2. Poor Mobile Experience: More than half of all online shopping is now done on mobile devices. If your website is difficult to navigate or slow to load on a phone or tablet, customers are more likely to abandon their purchase.

  3. Frustrating Checkout Process: Shoppers are often deterred by long, complicated forms, or being forced to create an account to complete their purchase. Offering a guest checkout option and streamlining the process is key.

  4. Price Sensitivity: Customers may hesitate due to fears of missing out on a better deal elsewhere. Implementing strategies such as price guarantees or displaying time-limited offers can alleviate this concern.


Understanding Cart Abandonment Motivations

Not all cart abandonments stem from a poor user experience. Many shoppers use their cart as a tool for research or organisation. They may add items to compare prices, check shipping costs, or simply save them for later. Others might add products for entertainment, with no real intention of buying.

By recognising these behaviours, you can tailor your strategies to convert these browsers into buyers.

Psychological Strategies to Reduce Cart Abandonment

To lower cart abandonment rates, it's crucial to tap into psychological cues that encourage customers to complete their purchase. Here are a few methods:

  • Perceived Ownership: When shoppers feel an emotional attachment to a product, they’re more likely to follow through with a purchase. Encourage this by using engaging imagery, offering product interaction (such as zoom features), or even incorporating augmented reality to allow customers to “try” the product virtually.

  • Price Guarantees: Offering to match or beat competitor prices can ease last-minute hesitation. This simple guarantee can make customers feel more secure in their purchase decision.

  • Social Proof: Highlighting product reviews and recommendations during the checkout process can boost shopper confidence, making them more likely to complete the purchase.


Strategies for Encouraging Return Visits

Even if a customer abandons their cart, all is not lost. Here’s how to entice them to return and complete their purchase:

  • Scarcity Messaging: A sense of urgency can be a powerful motivator. Let customers know that stock is running low or that a sale is about to end. However, avoid using this tactic for items already in their cart, as it could create distrust.

  • Price Incentives: Offering a discount to shoppers who have abandoned their cart can be highly effective. Be sure to personalise the offer based on the specific items they left behind.


Multi-Channel Marketing and Retargeting

Cart recovery campaigns should span across multiple channels, from email to social media and display ads. Consistency is crucial—ensure your messaging and branding remain cohesive across all platforms. Personalisation is also important; dynamic ads that show customers the products they left behind can be especially effective.


Use Email to Your Advantage

Emails are a powerful tool in any cart recovery campaign. With nearly half of all cart abandonment emails being opened, they provide an excellent opportunity to re-engage customers. Best practices include sending emails within an hour of abandonment, keeping the message concise, and focusing on the product the customer showed interest in.


Final Thoughts

Recovering abandoned carts is one of the most effective ways to boost revenue in ecommerce. By addressing common pain points like hidden costs, poor mobile experiences, and complicated checkouts, you can create a smoother journey for customers, encouraging them to complete their purchases. Psychological strategies such as perceived ownership, price guarantees, and social proof can further reduce hesitation, making shoppers more confident in their decisions. Even when customers leave without buying, multi-channel retargeting campaigns—through email, social media, and ads—can bring them back, reminding them of what they’ve left behind and increasing the chances of conversion.

A robust cart recovery strategy not only recovers lost sales but also enhances customer satisfaction, increasing the potential for long-term loyalty. By understanding the different reasons behind cart abandonment and employing personalised retargeting tactics, you can turn those missed opportunities into completed sales. In a competitive e-commerce environment, maximising every interaction with potential customers is crucial for sustainable growth.
 


DISCOVER MORE ABOUT HOW TO OPTIMISE FOR E-COMMERCE

For more information, or help in managing and optimising your e-commerce store, contact us on:


3 views
bottom of page