Against Online Store Cart Abandonment


Getting new clients to your e-commerce store is hard enough! You need to get potential clients to know about your existence and then convince them to purchase from you. And sometimes we’re successful at it, but the customer abandons the checkout for some reason.

Why does it happen? And what can you do against that? Continue reading to find out.
Photo by Miguel Á. Padriñán

Why Do People Abandon Their Carts

Before we find a solution to the problem, we need to understand why people do that in the first place. The thing is, there are many reasons why people abandon their carts. According to the Baymard Institute, the biggest reason for abandoning carts is the unexpected extra costs.

However, there are other reasons, such as the site being too slow, the lengthy checkout process, etc. And sometimes it’s as easy as their forgetting to complete the order.

How to Reduce Cart Abandonments

Now that we understand the reasons for abandonment, we can start solving the solution and increase our conversion rates. We need to solve these problems in two ways:

  • First, we should solve the problem directly. For example, we would make it free instead of having to pay for shipping. And for the lengthy checkout process, we would consolidate our fulfillment process into one page.
  • However, this shouldn’t be all we do. Instead of saying goodbye to the abandoned carts, we can recover some of them by reminding the potential customers through emails. That way, we’ll convert the people who forgot about their orders into customers.
Photo by Miguel Á. Padriñán

Writing Cart Abandonment Emails

However, not all cart abandonment emails are created equal. While some might help convert many into buyers, some won’t convert them. So you must create an excellent recovery email.

But how do you do that? While there is no right way of doing that, following these four guidelines should help you create good emails:

#1 Provide a Clear Summary of Customer’s Cart Contents

Since the client abandoned their cart, they might have forgotten what they were looking to buy. So instead of just reminding them that they left the cart, it’s best to give a clear summary of their carts. Here’s what your recovery email should have:

  • Images of Products on the Cart;
  • The names of the products;
  • And lastly, the total amount it’s going to cost them.

#2 Have a Clear CTA on Every Email

When creating an email, it’s essential to call the recipients to action. If you don’t, they probably won’t do anything. So instead of letting them wonder what you want them to do, have a button or link with text saying “Complete Order.”

Then it should redirect them to their cart so that they can complete their order.

#3 Personalize the Email

Another way of improving your email conversions is through personalization. But what is personalization exactly? Well, it’s a custom text that is different from other emails. So, for example, instead of the email starting with “Hi There!” it begins with “Hey John!”

But why should you do it?

Personalization is powerful because it calls the reader out instead of someone generic. That helps you get their focus, making it easier to convince people to complete their orders.

#4 Send Multiple Emails

It’s not enough to send just one email! That’s because your potential customer might not have taken action for a couple of reasons:

  • The client might have forgotten it.
  • The email might have gotten lost in their inbox.
  • Or something else.

You can set up triggers in MailChimp, and this app can now be linked to many e-commerce platforms, such as Shopify, Wix, Shoplazza, WordPress, etc. So, send follow-up emails, and you’ll convert even more.

You could even make your offer more attractive with a discount, but leave it for the last email. That’s because then you won’t lose any lost profits.
Photo by SHVETS production


And that’s it! Now you know why people abandon their carts and what you can do! And if you’re creating your abandoned cart email campaign for your online store, then remember to:

  • Clearly state the contents of their cart.
  • Include a clear CTA.
  • Personalize the emails as much as possible.
  • And send multiple follow-up emails.

Only then will you start seeing people convert into buyers.

(Contributed by Andreas Ojala & Hermes Fang)

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6 years experience in digital marketing. A gracious loser, not a lousy winner.


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