Cart abandonment—it’s the retail headache that never seems to go away. For online retailers, every abandoned cart represents a lost sale and a missed opportunity to turn a casual browser into a loyal customer.
Shoppers abandon their carts for many reasons, and while there isn’t a one-size-fits-all solution, there are steps brands can take to understand why it happens and, more importantly, how to encourage more shoppers to complete their purchases.
In this guide, we’ll give you practical, data-driven strategies to help you reduce cart abandonment and get more shoppers across the finish line. From streamlining your checkout process to finding smart ways to bring customers back, these tips are designed to help you recover lost sales and keep your business growing.
*Note: The brands and examples discussed below were found during our online research for this article.
In this article:
– The impact of abandoned carts on retailers
– Common causes of cart abandonment
– When does cart abandonment happen for ecommerce businesses?
– Top strategies to effectively reduce the shopping cart abandonment rate
– What to do after customers have already abandoned their carts
– The role of data and personalization: How important are they in reducing abandonment?
– 5 types of tools you can use to help mitigate cart abandonment
The impact of abandoned carts on retailers
Every retailer is searching for the key to increasing sales online, but few have cracked the code. Seventy percent of customers abandon their shopping carts before completing a purchase. That means for every 10 shoppers who add at least one item to their carts, seven leave empty-handed.
The result? Ecommerce brands lose substantial annual sales revenue due to abandoned carts. This also leads to reduced customer lifetime value, higher customer acquisition costs, and lower conversion rates—factors that can significantly impact a retailer’s bottom line.
So, how can you calculate your cart abandonment rate? Follow this formula:
Cart Abandonment Rate = (1 – Number of Completed Purchases / Number of Shopping Carts Created) x 100
To calculate this:
- Choose the period you want to analyze.
- Count the total number of shopping carts created during that period.
- Tally the number of completed purchases in the same period.
- Divide the number of completed purchases by the number of carts created. Subtract your result from 1, and multiply the result by 100 to get your percentage.
It’s helpful to track this rate on a monthly or quarterly basis, especially if you’re making changes to your checkout process or launching new products. During peak shopping seasons, monitoring your cart abandonment rate can reveal key friction points in the customer journey.
The cost of ignoring cart abandonment
Shoppers who abandon their carts might return to complete the purchase, especially if they receive cart recovery emails or see retargeted ads. But many don’t—often moving on to competitors instead. In fact, 57% of shoppers will abandon a slow-loading website and move on to another, with 14% never returning again.
There is a bright side to all of this. Retailers can recover a portion of these lost sales by improving the checkout experience and re-engaging customers who exited mid-purchase.
A real-world example of this is TradeWinds Island Grand in St. Pete Beach. The resort experienced a significant increase in website traffic but noticed no corresponding rise in bookings. To address this, TradeWinds implemented a shopping cart abandonment tool that captured lead data from potential guests who exited the booking engine.
With this data in their CRM, they sent automated follow-up emails and made timely outbound calls. The results were impressive: the resort converted 1,000 abandoned cart leads into 231 reservations, generating $300,000 in revenue.
This example highlights the increasingly non-linear customer journey. While customer paths once followed a more predictable trajectory, today’s interactions are more fragmented. Consumers move across multiple devices and platforms—first browsing on mobile and switching to desktop later or interacting with a brand through social media or SMS before making a final purchase. It’s difficult to know what convinces a customer to convert.
To effectively address cart abandonment and boost conversions, retailers need a holistic view of the customer journey and a solid approach to cross-device attribution.
Common causes of cart abandonment
Shoppers leave their carts behind for a variety of reasons, often driven by inconvenience or a complex checkout process that doesn’t meet their expectations. Understanding these causes is key to minimizing abandonment.
Here are a few of the most common reasons shoppers abandon their carts:
Unexpected shipping costs
No one likes surprise fees. If shoppers expect to pay one price for the items in their cart but are hit with an extra fee—especially one that’s 10–15% of the total order value—they’re likely to rethink their purchase. Forty-five percent of customers shop online specifically for free delivery, according to Shopify.
Transparency is key. The sooner shoppers know shipping costs, the easier it is for them to plan their purchase and the more likely they are to follow through.
Complicated checkout processes
There’s a reason why retailers like Amazon have embraced one-click checkout. While the average conversion rate for ecommerce sites sits around 2–3%, one-click checkout can exceed 10%. The simpler the process, the better.
Shoppers don’t want to provide unnecessary information, go through too many steps, or be forced to create an account just to checkout. When the process is streamlined, they’re much more likely to complete their purchase.
Lack of payment options
Some customers prefer using digital wallets such as PayPal or Apple Pay, while others opt for credit cards or buy-now-pay-later services. If they don’t see their preferred payment method at checkout, they may abandon the sale altogether.
A slow or limited payment process can significantly reduce impulse buys. According to a BadCredit.org survey, 90% of consumers ages 18 to 43 confessed to making an impulse purchase.
Website errors or slow loading times
A slow-loading website can be disastrous for ecommerce stores. Just a one-second delay in load time can lead to a 7% drop in conversions and 11% fewer page views, translating to over $1 million in lost sales each year for online stores.
Technical glitches like broken links or errors on the site can further erode trust. When shoppers encounter these issues, they lose confidence in the brand, making it less likely they’ll complete their purchase.
Security concerns
Security is a top priority for today’s online shoppers. If your site has unclear privacy policies or doesn’t offer trusted payment options, customers may hesitate to enter their payment details. In fact, 90% of consumers believe companies prioritize profits over protecting their data.
When does cart abandonment happen for ecommerce businesses
Shoppers sometimes get cold feet right before choosing “Complete Order,” but that’s not the only point where they might drop off. Understanding exactly where you lose your customers is critical, and using data can help retain shoppers more effectively.
Browsing and adding to cart
Have you ever added items to your online shopping cart even though you weren’t planning to buy them right away? Maybe you want to save them for later, compare prices, or check shipping costs. Many shoppers do the same—adding items to their carts while browsing, but never making it to checkout.
During certain times of the year, like the holiday season, this “window shopping” behavior is especially common. Cart abandonment rates often spike in December when holiday deals attract curious shoppers who don’t always have purchase intent.
Consider adding a save-for-later feature on your ecommerce site. This allows shoppers to pick up where they left off when they’re ready to buy, and it caters to those who are doing research and comparing prices.
Entering shipping information
Retailers that don’t offer free shipping often struggle to convert customers—80% of shoppers expect free shipping when their order reaches a certain threshold, and 66% expect free shipping on all orders. When they’re presented with unexpected shipping costs or see long delivery windows, many reconsider their purchase.
To minimize this, retailers should use real-time shipping calculators on their websites. These tools help shoppers understand their total cost early in the process, reducing the chance of “shipping shock” at checkout. Offering faster shipping options—like today’s biggest retailers, who offer next-day delivery or same-day delivery when possible—may appease impatient shoppers.
Payment stage
Abandonment during the payment stage often boils down to two factors: trust and convenience. Shoppers may hesitate to enter their payment information if they’re unsure about the security of your site. Others might abandon their carts simply because their preferred payment method isn’t available.
To reassure shoppers, display clear security features on your site. SSL certificates and recognizable trust badges from reputable companies like Norton and McAfee go a long way toward easing concerns. And don’t forget to offer multiple payment options to make the checkout process as smooth as possible.
Top strategies to effectively reduce the shopping cart abandonment rate
Now that you understand why potential customers are abandoning their carts, let’s dive into strategies you can use to reduce your cart abandonment rate and boost conversions.
Improve your checkout process
If your cart abandonment rate is higher than you’d like, it might be time to reevaluate your checkout process. The goal is simplicity. Cut down on unnecessary steps and consider offering guest checkout options so people don’t feel like they have to jump through hoops to buy.
A few small changes, like reducing the number of form fields, can make a big difference. This is an easy step that can reduce friction for new customers and existing customers who’ve forgotten their login details. A smoother checkout means happier shoppers—and more completed orders for your company.
Offer incentives and discounts
Discounts can be powerful motivators for completing a purchase. When shoppers abandon their carts, brands like Forever 21 offer an exclusive 20% discount, while Society 6 extends a 30% discount for 48 hours to create a sense of urgency. Bare Minerals provides free shipping and a 15% discount valid for 30 days to encourage shoppers to return and complete their purchases.
Use exit-intent pop-ups
Exit-intent pop-ups engage shoppers just as they’re about to leave, appearing when their cursor moves to close the tab or navigate away from the site. These pop-ups can include discounts, free shipping offers, or promotions that nudge shoppers to stay and complete their purchases. They’re a last-ditch effort to keep shoppers on the page and encourage conversions.
Exit-intent pop-ups are disruptive and why retailers have to make them worthwhile. Personalize pop-ups based on the shopper’s cart or browsing history to make them more effective. Offering a streamlined checkout directly from the pop-up can further simplify the process.
Provide clear shipping and return information
An easy return policy can make or break a sale, especially for shoppers who are on the fence. Seventy-two percent of consumers say they’re more loyal to retailers that offer free returns, and 54% avoid retailers that charge for returns.
Many shoppers, particularly those buying clothes, order multiple sizes or styles with the expectation of making returns. A flexible and clear return policy gives them confidence that they won’t be stuck with an item if it doesn’t fit or work out. This flexibility can be the deciding factor in whether they complete their purchase or leave their cart behind.
Make sure your shipping and return policies are visible and easy to understand. Display this information clearly while shoppers are browsing—not just during checkout—to build trust and encourage conversions.
Optimize for mobile users
With more shoppers using mobile devices, ensuring your site is optimized for mobile is essential. Seventy-six percent of shoppers say mobile shopping saves them time, and retailers looking to increase sales on Shopify or other ecommerce platforms can’t afford to overlook this.
However, mobile shopping can come with challenges. Among consumers who shop on a mobile device, 67% report that pages and links are often too small to click easily, and 42% express concerns about safety when shopping on mobile.
To ensure a seamless mobile experience, simplify your menu design. A clean, simple structure—like a fast food menu—makes it easier to navigate on small screens. Also, ensure your buttons and links are large enough to tap without zooming in. Aim for a minimum target size of 44 x 44 pixels to provide a user-friendly experience.
Create a sense of urgency
FOMO (fear of missing out) can be a powerful driver for conversions. Phrases like “Only a few items left!” or “Sale ends soon!” can push shoppers to finalize their purchases. The scarcity principle taps into the idea that rare or limited offers are more valuable, motivating buyers to act before they miss out.
Improve your page load times
Website speed plays a key role in user retention. If your site doesn’t load within two seconds, your visitors are more likely to bounce. Even a one-second delay can cause a significant drop in conversions. Slow load times interrupt the shopping flow and create a poor user experience.
To optimize your load times, compress images using modern formats like WebP, and ensure images are responsive to different devices. Tools like Google PageSpeed Insights and GTmetrix can help identify performance issues and provide actionable recommendations for improving speed.
Include a progress indicator
Progress indicators show shoppers how far along they are in the checkout process. These visual cues can help reduce drop-offs by motivating customers to finish what they’ve started.
You can use numbered steps, percentage progress bars, or step-by-step indicators like Amazon’s to give shoppers a clear idea of what’s left in the process. Think about the type of progress indicator that might work best for your audience—just make sure the steps are simple and logical.
Build trust with clear security features
Retailers can boost their reputation and integrity by implementing security features like SSL certificates, trust badges, and security-related messaging, like ‘Secure Checkout.’ When customers trust that a site is safe, they’re less likely to abandon their carts.
Brands like Bitly share their trust and safety policies on their websites and communicate how they mitigate risks. Many retailers also adopt two-factor authentication (2FA) to add an extra layer of security. Sending SMS confirmation codes as part of the checkout process helps build trust and reduce anxiety, which can ultimately increase your conversion rate.
What to do after customers have already abandoned their carts
When a shopper leaves items in their cart, it’s not necessarily the end of their journey. There are several ways to persuade them to return and complete their purchase.
Here are some strategies for turning abandoned carts into revenue.
Use SMS reminders
SMS reminders are a highly effective tool for re-engaging customers who’ve left their carts behind—provided they’ve shared their phone number and opted in to receive text messages.
SMS has an edge over other marketing methods thanks to its immediacy. When a shopper navigates away from your site, you can reach out with a personalized reminder while the purchase is still fresh in their mind. With an open rate of around 98%, SMS messages are far more likely to be read and acted on compared to email.
To make the most of this channel, keep your message personal. Include the customer’s name and the specific items they left in their cart to boost your SMS clickthrough rates. Creating urgency with discount codes or limited-time free shipping can give shoppers the final nudge they need.
For best results, send a series of reminders at strategic intervals, gently pushing the customer without coming across as pushy. You can also use post-purchase engagement SMS marketing to continue nurturing customers after they’ve made a purchase, reinforcing brand loyalty and encouraging repeat business.
Send personalized follow-up emails
Like SMS, personalized follow-up emails keep your brand top-of-mind. You can schedule messages in the hours and days following a shopper’s abandoned cart, offering limited-time incentives or showcasing benefits to drive conversions. Many businesses integrate these follow-ups into their marketing automation workflow to ensure consistency.
These follow-up emails serve as valuable customer service touchpoints, allowing you to address common pain points and remove barriers to purchase. For example, if you regularly receive questions about your return policy, include relevant details to reassure customers and reduce hesitation. If shoppers are drawn to free shipping, remind them of that perk. And if sustainable ecommerce packaging is a key selling point for your brand, be sure to mention that, too.
To enhance customer trust, include information on what they can expect next, such as shipping notifications once they complete their order. This reassures customers that they’ll be kept informed throughout the delivery process.
Implement retargeting ads
Retargeting ads allow you to reconnect with shoppers who’ve visited your site and shown interest in your products. Rather than casting a wide net, you can specifically target visitors with purchase intent.
When crafting retargeting ads, ensure they reflect the products or pages a customer viewed. By showing them the items they’ve already expressed interest in, alongside your brand’s messaging, you can reinforce their initial interest and encourage completed purchases. Dynamic, personalized ads often have a clickthrough rate twice as high as static ads, making them an excellent tool for recovering lost sales.
Offer time-sensitive discounts
For undecided shoppers, time-sensitive discounts can be a strong motivator. When customers know an offer is about to expire, they’re more likely to take action before time runs out. Time-sensitive promotions also help prevent decision paralysis by encouraging swift action.
Be sure to clearly communicate the expiration date and terms of the discount. Use persuasive language and eye-catching visuals to make the offer stand out and emphasize its limited availability. To maximize impact, promote your time-sensitive offer across various channels including email, social media, and SMS.
The role of data and personalization: How important are they in reducing abandonment?
Data and personalization empower retailers to craft a more engaging shopping experience. When shoppers feel personally connected to the journey, they’re more likely to buy. Here are a few ways data and personalization can help reduce cart abandonment:
Analyzing customer behavior
Customer behavior data can reveal valuable insights. By examining browsing history, time spent on certain pages, and which items are frequently abandoned in carts, retailers can identify patterns and pinpoint the most common reasons for cart abandonment.
For example, if you notice that shoppers often leave behind a specific product, it might be time to reevaluate its product page. This could mean refining descriptions, improving images, or adding more customer reviews and Q&As to build trust.
Or perhaps your data shows visitors dropping off at a particular step in the checkout process. In that case, simplifying the checkout flow or offering a guest checkout option can help keep customers engaged all the way through.
Using personalized URLs and content
Personalization creates a deeper connection between the customer and your brand. Tailoring your links and dynamic content can drive more clicks and reduce cart abandonment.
Consider this: would you be more likely to buy from a retailer that sends you to a generic page or one that recommends products you’ve previously browsed with a personalized discount? Most people are drawn to the retailer that personalizes their experience.
To leverage this, create custom email subject lines and include dynamic images of the items left in a shopper’s cart. When they return to your site, greet them with a personalized banner or a “Welcome back” pop-up. You can also serve retargeting ads to highlight discounts they can’t resist.
Segmenting and targeting customers
Not all customers behave the same. Some may frequently purchase from your site, while others may have a history of abandoning their cart and need more encouragement. That’s where segmentation comes in.
You can create targeted campaigns based on each segment’s behavior and needs. For instance, if you have a new potential customer, send them a welcome offer or extend free shipping on their first order. Educating new customers about your brand and products can also help build trust.
Using tools like HubSpot or Salesforce, you can collect data on browsing behavior and cart abandonment patterns. Many retailers use this data to implement lead-scoring models, which help prioritize high-value customers who are more likely to convert. Dynamic lists also ensure your segments are always updated with customers’ latest actions. For example, if someone abandons their cart within the last 24 hours, you can send them a follow-up email or SMS right away.
Creating dynamic follow-up messaging
Automated email sequences, SMS reminders, and push notifications can gently prompt shoppers to come back and complete their purchases. When these messages are based on a customer’s behavior, they feel more relevant and are more likely to encourage action.
Take shoe retailers, for example. By analyzing browsing and purchase history, a retailer can recommend similar or complementary products if a customer abandons a cart with a pair of shoes. They might even include customer reviews as social proof to increase appeal.
5 types of tools you can use to help mitigate cart abandonment
You don’t have to tackle cart abandonment manually. There are tools designed to automate your recovery efforts, enhance customer engagement, and provide valuable insights to optimize your strategies.
1. Branded short links and analytics tools: Bitly
Familiarity builds trust. On the search engine results page, many searchers will choose a familiar brand over an unfamiliar one, regardless of ranking. That’s where branded short links can make a difference.
With Bitly, you can customize the back half of your URL with a custom domain, creating branded short links that build trust with your audience. When customers trust the source of your links, they’re more likely to click, whether it’s in retargeting ads, abandoned cart emails, or mobile links for SMS.
Bitly Analytics provides insights into link performance, helping you track clicks, user engagement, and conversion rates (when used alongside Google Analytics). These insights inform your cart recovery efforts by showing you what’s working and where adjustments are needed. Many marketers integrate Bitly with other apps, using the extensive integrations in our marketplace to create more efficient workflows.
Example: A retailer discovers that most website visits (and cart abandonments) happen on mobile. To address this, the retailer incorporates branded short links into their retargeting SMS campaigns.
Because these customers receive SMS communications directly on their phones, the addition of a short, trustworthy branded link in the text message may entice them to click through to their carts and check out. On the other hand, a text with a long, clunky URL string of letters and numbers may leave them unsure of what they’re clicking through to and hesitant to engage.
2. Abandoned cart recovery tools: Klaviyo, Mailchimp, or Rejoiner
These tools are designed to automatically re-engage shoppers who leave items in their carts. Cart recovery platforms like Klaviyo, Mailchimp, and Rejoiner allow retailers to send reminder emails, SMS messages, and notifications through automated workflows.
With Klaviyo, retailers can access a library of customizable, responsive email templates that don’t require any coding skills. Mailchimp offers similar features and supports A/B testing of subject lines, content, send time, and ‘from’ name to see what drives the best response. Like Klaviyo and Mailchimp, Rejoiner allows retailers to segment their messaging based on customer data and behavior.
Pro tip: If you’re using an ecommerce platform like Shopify, Magento, or WooCommerce, these tools integrate directly, making it easier to gather data on where customers drop off in the checkout process and how to recover those sales.
3. Live chat and customer support tools: Zendesk or Intercom
Customers often leave websites if they’re having navigation issues or trouble finding what they need. Live chat tools offer real-time support to address questions before visitors leave your site. Some retailers even use live chat to elevate the post-purchase experience when customers return to their site.
With Zendesk, you can set up automated responses to common questions about shipping, returns, or payment methods. With Intercom, you can send targeted messages to visitors who add items to their cart but don’t check out. You may even prompt a discount offer or ask if they need help.
Ensure your live chat tools are well-trained to add value. Employ a combination of human agents and AI-powered chatbots to provide 24/7 coverage and program the chatbots to respond quickly. Personalized greetings that include a customer’s browsing history or cart contents can increase engagement.
Finally, always offer shoppers the option to escalate an email or speak with an agent over the phone if needed.
4. Exit-intent pop-up tools: Wisepops, OptinMonster, or Rivo
Exit-intent pop-ups are a powerful way to catch shoppers before they leave your site. Tools like Wisepops, OptinMonster, and Rivo Popups allow you to offer last-minute discounts, collect email addresses, or present personalized offers that may entice shoppers to stick around.
Ensure your pop-ups include clear, compelling headlines and strong calls to action. If you offer a discount, it should resonate with your target audience.
5. Retargeting and remarketing tools: Facebook Ads or Google Ads
Even if a shopper leaves your website, they’re likely to visit Facebook or Google afterward, making retargeting ads an effective way to bring them back. Display the products visitors have left behind, offer discounts on those products, and include social proof such as reviews or customer testimonials.
To prevent ad fatigue, make sure you use frequency capping, so shoppers don’t see your ads too often. Dynamic retargeting also ensures they only see products or services they’ve already viewed, making the ads more relevant and effective.
Turn cart abandonment into sales opportunities today
Abandoned carts don’t have to mean lost sales. By optimizing your checkout process, utilizing remarketing and retargeting strategies, and leveraging visitor data to send personalized follow-ups, you can recover many of those potential lost sales.
With the right tools, your strategy will be even more effective. Bitly provides trackable data, branded short links, QR Codes, and advanced analytics to help bring customers back to their abandoned carts. Even if they’ve forgotten about their shopping experience, your email campaigns, SMS reminders, and retargeting ads with branded links can reignite their interest and drive conversions.
Ready to turn abandoned carts into revenue? Get started with Bitly today and take your recovery strategy to the next level!
