Abandoned cart recovery

Posted on February 7, 2023 at 12:00 am

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Are you an e-commerce business owner who has noticed a steady increase in the number of potential customers abandoning their shopping carts? It's a common problem that can lead to lost revenue, frustrated customers, and a decrease in overall sales. But, fear not! There are several strategies and tools available to prevent cart abandonment and recover lost sales.

In this informative article, we will delve into the importance of abandoned cart recovery in e-commerce, explore the common reasons for cart abandonment, and provide effective strategies to reduce it. Additionally, we will discuss best practices for abandoned cart recovery emails and provide WordPress plugins and tools to recover lost sales. Finally, we will examine important metrics to track success in abandoned cart recovery.

Whether you're a seasoned e-commerce player or a newbie, understanding how to recover lost sales and prevent cart abandonment is vital to overall business success. So, let's dive in!

Importance of Abandoned Cart Recovery in E-commerce

Abandoned cart recovery is an essential aspect of e-commerce that cannot be ignored or overlooked. When a customer adds items to their cart but fails to complete the purchase, that cart is considered abandoned. According to Baymard Institute, the average documented online shopping cart abandonment rate is 69.57%. This means that almost 70% of online shoppers leave items in their carts, never to return and make a purchase. This statistic highlights the importance of abandoned cart recovery in e-commerce.

There are several reasons why abandoned cart recovery is crucial for your e-commerce business. Firstly, it helps to increase your revenue. Recovering just a fraction of the abandoned revenue can make a significant difference to your business. If you have a strategy in place to recover abandoned carts, you can capture a significant amount of revenue that you may have otherwise lost.

Secondly, abandoned cart recovery assists in building relationships with your customers. When you show your customers that you are willing to go the extra mile to help them complete their purchase, they are more likely to perceive you in a favorable light. It can also lead to customer loyalty and an increased chance for repeat business.

Thirdly, abandoned cart recovery provides valuable customer insights. By analyzing the reasons behind cart abandonment, you can identify patterns and make informed decisions about how to improve your checkout process. Understanding why customers abandon their carts can inform changes to your website design, pricing, or product offerings.

In summary, abandoned cart recovery is crucial for any e-commerce business because it helps increase revenue, build relationships with customers, and provides valuable customer insights. Putting a strategy in place to recover abandoned carts is a simple and effective way to boost sales and improve your customer experience.

Common Reasons for Cart Abandonment

Many e-commerce businesses experience the frustration of customers abandoning their shopping carts at some point or another. According to a Baymard Institute report, the average documented online shopping cart abandonment rate is 69.23%. Here are some of the most common reasons for cart abandonment:

1. High Shipping Costs

When customers discover that they have to pay for shipping after they have already added items to their cart, they may decide it's not worth the extra costs and abandon their cart. To reduce the likelihood of customers abandoning carts due to high shipping costs, consider offering free shipping or flat rate shipping options.

2. Complicated Checkout Process

A lengthy or complicated checkout process can be frustrating for customers, leading to them abandoning their cart. Streamlining the process by eliminating unnecessary steps or providing guest checkout options can greatly reduce cart abandonment rates.

3. Payment Security Concerns

Customers may abandon their cart if they perceive any potential security risks when making payments. This can include issues such as no SSL certificate, a lack of payment options, or doubts about the legitimacy of the website. To address these concerns, ensure that your website has a valid SSL certificate and that you offer a variety of safe and secure payment options.

4. Comparison Shopping

Customers may add products to their cart for the purpose of comparing prices and products across other websites. To combat this, make sure your prices are competitive and clearly displayed on your website, as well as highlight product features or benefits that could set you apart from other sites.

5. Unexpected Costs

Unexpected costs, such as taxes, handling fees, or additional product costs, can surprise customers and cause them to abandon their cart. Be upfront about these costs and include them in the cart total or provide a clear breakdown of the costs early on in the checkout process.

It's important to identify the reasons for cart abandonment in your e-commerce business to reduce the likelihood of it happening. By taking the steps necessary to help alleviate some of these issues, you can create a more streamlined and enjoyable shopping experience for your customers, therefore increasing the likelihood of them completing their purchase.

Strategies to Reduce Cart Abandonment

Cart abandonment can easily become one of the most frustrating aspects of running an e-commerce store. However, there are strategies you can put in place to prevent cart abandonment from happening in the first place. Here are some proven ways to keep your online shoppers from leaving before completing their purchases:

Simplify Your Checkout Process

One of the most significant factors that contribute to cart abandonment is a complicated checkout process. When shoppers encounter too many fields to fill out, mandatory account registration, or confusing payment options, they’re likely to abandon their carts. A lengthy process may make customers feel like they’re wasting their time or lead them to think that the purchase isn’t worth it.

You can simplify your checkout process by reducing the number of pages your shoppers need to go through, avoiding asking for too much information, or providing multiple payment options at checkout. Consider using a checkout plugin like WooCommerce Checkouts to make customizing your checkout process a breeze.

Offer Free Shipping

Shipping can be a significant factor for online shoppers. A study by Baymard Institute found that 60% of shoppers abandoned their carts because of high shipping costs. Free shipping, on the other hand, has been shown to increase conversion rates and keep customers coming back.

Offering free shipping can be a challenge for smaller businesses, but there are different options available. Consider offering free shipping above a certain threshold, use a third-party provider like ShipStation that can lower shipping costs, or partnering with shipping providers to negotiate lower rates.

Show Off Your Return Policy

Customers are more likely to add items to their cart if they know that returning them will be easy and straightforward. Including your return policy on the product page or at checkout can alleviate fears that customers may have about purchasing.

Make sure your return policy is clear and concise and easily accessible to customers. Bed Bath & Beyond is an excellent example of a retailer with a clear return policy that’s easy to find.

Use Remarketing Ads

Remarketing ads remind your customers of the products they left behind in their cart, prompting them to complete the purchase. According to Google Ads, remarketing ads can result in a 3% to 5% increase in conversion rates.

Platforms like Google Ads, Facebook, and Instagram offer remarketing services. Be sure to use compelling product images or limited-time discounts that better entice the shopper into buying.

Enable Guest Checkout

Guest checkout is an excellent option for first-time shoppers who don't want to go through the hassle of creating an account during checkout. Research shows that up to 30% of customers prefer guest checkout.

Offering guest checkout also reduces the number of abandoned carts due to those who do not want to create an account. Having the option available shows that you respect your customer's privacy and time.

Reducing cart abandonment is essential to improve your bottom line. By implementing these proven strategies, you can increase conversions, improve your customer experience, and create loyal customers.

Best Practices for Abandoned Cart Recovery Emails

Abandoned cart recovery emails are a vital element in the e-commerce world. They have the potential to recover lost sales and increase revenue. According to a study by Barilliance, the average cart abandonment rate across industries is 78.65%. Therefore, it is essential to follow best practices when creating and sending abandoned cart recovery emails. Here are some tips to make the most out of your emails:

1. Timing is Key

Sending the first abandoned cart recovery email within an hour of the cart abandonment can help recover sales. This is because the customer is still actively shopping or has just finished shopping, and the reminder will still be fresh in their minds. Send a series of follow-up emails over the next few days with customized messages, discounts, and offers to motivate the customer to complete their purchase.

2. Use Triggered Emails

Triggered emails are automated emails sent by an e-commerce store when certain actions or events occur, such as cart abandonment. They have a higher conversion rate than regular batch emails. A study by Omnisend found that abandoned cart emails have an average open rate of 45%. Implementing triggered emails can save time and improve the effectiveness of abandoned cart recovery campaigns.

3. Personalize and Segment Emails

Personalization and segmentation of emails lead to a higher chance of conversion. Studies show that personalized emails result in six times higher transactional rates. Use customer data, such as their name, past purchases, and browsing behavior, to create personalized messages that target their specific interests. Segmenting emails based on customer behavior, interests, and purchase history leads to relevant content that can increase the likelihood of completing a purchase.

4. Keep It Simple and Clear

The design and content of the abandoned cart recovery email should be simple and clear. The customer should immediately understand the purpose of the email and the action they need to take. Provide only the necessary information, such as the items left in the cart, the total cost, and the call-to-action button to prompt the customer to complete the purchase.

5. Offer an Incentive

Offering incentives, such as discounts, free shipping, or a limited-time offer, can motivate the customer to complete their purchase. According to a survey by SaleCycle, 39% of respondents stated that they completed a purchase because they received a discount. Make sure to set a time limit on the offer to create a sense of urgency.

In conclusion, implementing these best practices for abandoned cart recovery emails can increase the chances of recovering lost sales and improving customer retention. Remember to personalize and segment emails, keep them simple and clear, offer incentives, use triggered emails, and time the emails appropriately.

Tools and Plugins for Abandoned Cart Recovery in WordPress

As an e-commerce business owner, you might wonder how to recover lost sales, especially when you don't have the customer's contact information. With the right tools and WordPress plugins, you can recover those lost sales and improve your conversion rate. Here are some useful tools and plugins for abandoned cart recovery in WordPress:

1. Jilt for WooCommerce

Jilt for WooCommerce is a powerful cart recovery platform that sends personalized emails to your customers who have abandoned their shopping cart. It makes it easy to set up and enables you to track customer behavior, send follow-up emails, and monitor the success of your abandoned cart recovery campaigns.

2. Abandoned Cart Lite

Abandoned Cart Lite is a free eCommerce plugin that tracks abandoned carts and sends email reminders to help recover lost sales. You can customize the content of the emails and track the number of the abandoned cart recovery emails sent, opened, and clicked.

3. WooCommerce Recover Abandoned Cart

WooCommerce Recover Abandoned Cart is an excellent plugin that allows you to recover the lost sales of your store. It automatically retrieves the customer's email address and sends them a series of emails to help you recover the lost sales.

4. CartBounty

CartBounty is a free yet powerful plugin that offers numerous features to recover abandoned carts in your WooCommerce store. It allows you to create customized follow-up emails to optimize your recovery campaigns. You can also track the success of your campaigns, including the number of abandoned cart recoveries, conversions, and revenue recovered.

5. WPForms

WPForms is a popular form builder plugin that comes with a powerful abandoned cart recovery feature. With WPForms, you can create customized forms and send automated abandoned cart recovery emails to customers who have abandoned their carts without completing their purchase.


Using the right tools and plugins for abandoned cart recovery in WordPress can significantly impact your e-commerce store's bottom line. While some of the above plugins or tools are free, some require a subscription, but the cost of recovering an abandoned cart and generating more sales far outweighs the cost of the subscription. Choose the right one for your business, and start recovering lost sales today!

Metrics to Measure Abandoned Cart Recovery Success

Recovering abandoned carts can be a great way for e-commerce businesses to increase sales and revenue. But how can you measure the success of your abandoned cart recovery efforts? Here are some key metrics that you can use to evaluate the effectiveness of your recovery strategies:

Abandoned Cart Rate

Your abandoned cart rate refers to the percentage of shoppers who added items to their cart but didn't complete the checkout process. Calculating your abandoned cart rate can help you determine the scope of the problem and whether your recovery efforts are making a difference.

Recovery Rate

Your recovery rate refers to the percentage of abandoned carts that you're able to recover by sending recovery emails, retargeting ads, or other strategies. This can be the most important metric when assessing the success of your abandoned cart recovery efforts.

Conversion Rate

Your conversion rate refers to the percentage of abandoned carts that result in a completed purchase after your recovery efforts. This metric tells you how well your recovery strategies are converting those abandoned carts into actual sales.

Revenue Recovered

Revenue can be a valuable metric to track so you can see how much revenue your abandoned cart recovery strategies are generating. You can compare this to the revenue that was lost due to abandoned carts to get a better idea of how effective your efforts are.

Time To Recovery

The time it takes for you to recover an abandoned cart can be an important metric to track. The faster you can recover those abandoned carts, the more likely you are to convert them into sales.

It is important to remember that you may have your own specific goals when it comes to abandoned cart recovery and you should customize these metrics to fit your specific needs.

To help you track and measure these metrics, many e-commerce platforms, like Shopify, offer built-in analytics tools. It can also be useful to use a third-party tool like Google Analytics.

By measuring the success of your abandoned cart recovery strategies over time, you can make data-driven decisions and make adjustments to your tactics as needed to optimize your strategy for the best results.

In conclusion, abandoned cart recovery is crucial for any e-commerce business looking to increase their revenue and customer loyalty. By understanding the common reasons for cart abandonment and implementing effective strategies, businesses can significantly reduce their cart abandonment rates. These strategies include simplifying the checkout process, offering incentives, and providing excellent customer service.

Furthermore, abandoned cart recovery emails play a vital role in encouraging customers to complete their purchases. Best practices for these emails include personalization, urgency, and clear calls-to-action. By using these best practices and carefully crafting their emails, businesses can see impressive results in their cart recovery rates.

WordPress users have access to numerous tools and plugins to streamline their abandoned cart recovery efforts. With the right plugin, businesses can automate the process of sending recovery emails and accessing key metrics.

Finally, measuring the success of abandoned cart recovery efforts is essential to understanding their impact on the business. Metrics such as recovery rate, revenue generated, and customer retention can help businesses tailor their strategies and continuously improve their cart recovery efforts.

Incorporating these strategies and tools can make a significant impact on the success of an e-commerce business. By instituting these changes, businesses can reduce cart abandonment rates and ultimately increase their revenue and customer satisfaction. So, take action today and start implementing these best practices to improve your abandoned cart recovery efforts, and reap the rewards of a more profitable business.

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