Definition: Shopping cart abandonment is any situation where an online buyer has placed items in a website shopping cart but leaves before completing the purchase. Depending on the retailer and their policies, a shopping cart may be considered abandoned anywhere from a couple hours to a couple days after items were placed in the cart.
Online stores can take a number of preventative measures to decrease cart abandonment, but the most proactive way to combat it is with abandoned cart emails.
Shopping cart abandonment is a major issue facing online retailers, with one study estimating at least two-thirds of shopping carts are abandoned prior to purchase. Cart abandonment should be viewed as low-hanging fruit for online merchants because of the conveyed intent: when shoppers add to cart, it indicates more than passing interest. By focusing on what causes cart abandonment and how to
The causes of abandonment are individualized, but research has noted several trends. These are generally considered to be the most common causes of shopping cart abandonment:
Up to sixty percent of abandoned shopping carts — and possibly more — are potentially recoverable with the right inducements. Solving for the issues above is a great first step, but there's still work to be done. One of the most effective methods for reducing abandonment is by sending abandoned cart emails, which are automated messages sent out to remind buyers of their impending purchase or to present additional incentives to buy.
Learn how to increase revenue with minimal effort by setting up abandoned cart emails: