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Serious problem or insignificant indicator: what to do with abandoned carts

Cart abandonment is a common phenomenon

Adequate measurement of abandoned carts is a key factor in understanding consumer behavior in online stores. The Baymard Research Institute has been studying this issue for over a decade and collecting statistics to help businesses understand the implications of these baskets.

According to a 2023 report, ⅔ of online store visitors do not complete their task and abandon their carts. More precisely, 69.57% of users do not complete the checkout process. Researchers are studying the reasons for this behavior and explain that this phenomenon is quite normal. Users can compare prices, save items for later, or simply explore the site.
Serious problem or insignificant indicator what to do with abandoned carts
This approach to purchasing has become commonplace in e-commerce, and high cart abandonment rates have become inevitable. Long-term statistics compiled by researchers at Baymard confirm this trend, and make it clear that a high cart abandonment rate is not a key indicator of online retailer performance.

Let's present a few facts from last year's report, which was prepared by the Baymard Institute. Only 68% of online store users add products to their cart. This means that almost every second website visitor is interested in the store’s offerings, explores its assortment and is ready to make a purchase. This is an important point that can be used to attract new customers and increase conversion.

Cart abandonment can also provide stores with valuable information about consumer preferences and behavior. Analyzing cart abandonment data allows you to understand which products attract customers' attention, what their perceived cost is, and how easily users can find the necessary information about the product. This data helps optimize the operation of the store's website, improve the quality of services provided and increase customer satisfaction.

However, to get the most complete data, stores need to actively work with abandoned carts and analyze the information received. Properly configured analytics and monitoring of customer activity can help identify areas to focus on and take action to improve the buying process.
Serious problem or insignificant indicator what to do with abandoned carts

Practical recommendations for dealing with abandoned carts:

1. Optimization of the checkout process: Perhaps one of the main The reasons for abandoned carts are the complexity and length of the ordering process. Optimize forms, simplify the process, remove all unnecessary steps. Use automatic data completion methods, such as saving customer information or prompting you to remember card details.

2. Improve product information: Provide helpful and detailed product descriptions, including photos, real-world use cases, and customer reviews. The more information available to a potential buyer, the greater the likelihood of making a purchase.

3. Customer Reviews and Ratings: Positive reviews and high product ratings help build trust among customers. Place customer reviews next to the product or in a separate section so potential buyers can read other people's experiences.

4. Reminders and offers: Add functionality that allows you to send emails or SMS reminders to the customer about an abandoned cart. Additionally, you can offer additional discounts or bonuses to interest the customer and encourage him to complete the purchase.

5. Improving website speed: A slow loading online store can scare off a potential buyer. Optimize your website, reduce page loading time, test functionality on different devices.

An example of an expert opinion on the importance of dealing with abandoned carts:

“Abandoned carts are undoubtedly one of the key problems that online stores face. Many customers leave the site without making a purchase, and this is a loss of potential profit. It is especially important to properly assess the causes of cart abandonment and take steps to reduce them. Analyzing data, optimizing the checkout process and providing additional product information will help increase conversion and increase profits.”

Cart abandonment is a common occurrence in online stores. Moreover, they can provide valuable information to optimize and improve store performance. It is important to remember this and actively work with abandoned cart data to increase conversion and increase profits.

💡 Good to Know : Below is a table that will give you a better understanding of what to do and what not to do when it comes to dealing with abandoned carts.

🟢 What to do 🔴 What not to do
Optimize checkout process Make order forms more complex
Provide detailed product descriptions Reduce product information
Implement a system of product reviews and ratings Ignore customer reviews
Send abandoned cart reminders Impose unnecessary discounts on customers
Improve site speed Load pages slowly

It is known that proper handling of abandoned carts helps not only to reduce their number, but also increase conversion and increase profits. The recommendations and tips offered above will be useful for online store owners, marketers and web developers who are looking to improve their business results. Don't forget that successful stores actively analyze cart abandonment data and take specific actions to optimize the shopping experience.

Example Image 1

Infographic about abandoned carts

To better understand the problem of abandoned carts and how to deal with it, I suggest taking a look at the following photo:

Serious problem or insignificant indicator what to do with abandoned carts

An example of an abandoned cart with a product

Now let's move on to the next section, where we will discuss methods of dealing with this problem and we will offer practical recommendations for increasing conversion and profit in your online store.

Don’t rush to conclusions


Many online store owners pay special attention to cart abandonment rates. This metric is one of the key factors in e-commerce because it reflects how many customers abandoned the purchase at the very last stage - during checkout. But before drawing conclusions, it is necessary to take into account a number of factors that can significantly affect this number.

Industry Importance


When we compare cart abandonment rates across different online stores, we must consider the importance of the industry in which each store operates. Some industries, such as fashion and interior design, often have higher cart abandonment rates due to high competition and unpredictable customer needs. At the same time, more specialized industries, such as medical technology or industrial equipment, may have lower cart abandonment rates because shoppers in these industries make purchasing decisions early.

Impact of store newness

If your online store is relatively new, then your cart abandonment rate may not be informative. As the store develops and becomes popular, the indicator will begin to stabilize and provide more accurate data. It should be remembered that in the initial period of the store, the indicator may be higher than the statistical average due to the need to establish processes and establish trust with customers.

Working on Cart Abandonment

Working on reducing cart abandonment starts when the store is fully operational and processes are in place. When you already have a steady stream of orders and are looking for ways to improve the efficiency of your store, dealing with abandoned carts becomes essential. When your store is in this state, you can analyze the data and take action to improve conversion.

Data Exploration

Before you start improving conversions, it's important to establish a standard for your industry cart abandonment rate. Each industry may have a different standard, so it is important to know what is considered acceptable in your industry. To do this, you can turn to reports and studies that provide general statistical information for online stores.

Good Practices for Dealing with Cart Abandonment

To reduce your cart abandonment rate, there are a number of factors you should pay attention to. First, simplify the checkout process. The fewer steps and forms to complete, the more likely the customer is to complete the purchase. Secondly, pay attention to the information content of the product page. Provide the buyer with all the necessary information so that he can make an informed purchasing decision. Third, offer a variety of shipping and payment options to meet different customer needs.


What to do What not to do
Analyze and set the standard for your industry Refuse to improve cart abandonment rates
Simplify the checkout process Create unnecessary complexity in the checkout process order
Provide informative product pages Leave product pages boring and uninformative
Offer various delivery and payment options Limit the buyer in the choice of delivery and payment method

As you can see, the abandoned cart rate is an important indicator of the effectiveness of an online store. However, before drawing conclusions, it is necessary to consider the importance of the industry, the newness of the store and other factors. By following good practices and analyzing data, you can reduce this rate and increase your store's conversion rate.

"Remember that cart abandonment rate is not a final number, but just one of many indicators of the performance of your online store." - Simplex expert in the field of e-commerce, Alexey Voronin.

If you want to maximize your business's profits, pay attention to abandoned carts and try to minimize their number. This will allow you to increase conversions and increase profits for your online store.

How to respond to abandoned carts

You've been running your online store for some time and notice that more and more users are leaving abandoned carts without completing the purchase. This may seem like a small problem, but it actually makes a big difference to your business. In this section, we'll look at how to respond to abandoned carts and how to use them to increase conversions and increase profits.

Why you shouldn’t panic and put pressure on the customer

When a registered user interrupts the checkout process and leaves an abandoned cart, the first thing that comes to mind for many store owners is to contact the customer and find out the reason for it refusal. However, this approach can have the opposite effect and scare off the client even more. Instead, it is important to try to find the cause yourself and offer a solution.

Options for responding to abandoned carts

  1. Avoid using handwritten letters like this: “How could you do that?”. This is just an insult and an attempt to make the client feel guilty. Instead, try to understand what may have caused the purchase process to be interrupted and what help you can offer.

  2. You should not assume that if the client has left, then let him go. Statistics show that approximately 70% of abandoned cart customers can be returned to the store if appropriate measures are taken. Use this data to your advantage and don't miss the opportunity to win back a client.

Returning customers who left abandoned carts

How to return those who left an abandoned cart? Here are some adequate ways:

  1. Send an abandoned cart reminder. Send the customer a reminder letter about the pending order with information about the product and an offer to complete the purchase. This can be useful for users who have forgotten about their cart or postponed a purchase indefinitely.

  2. Offer additional discounts or bonuses. It often happens that customers abandon their cart due to high prices or lack of discounts. Send a personalized offer that includes a discount or free shipping to entice your customer to buy.

  3. Improve your website experience. Sometimes the reason for an abandoned cart may be inconvenience or length of the ordering process. Pay attention to the interface and functionality of your website to make the purchasing process easier and more enjoyable for customers.

How Abandoned Cart Management Helps Improve Your Online Store

Abandoned Cart Management not only helps you win back potential customers, but can also be a powerful tool for improvement and growth your online store. By analyzing the data these shopping carts provide, you can identify weaknesses in the site's performance, pricing problems, reasons for abandonment, and much more.

🔍 Example : Imagine that you discovered that most customers abandon their cart after viewing a certain product. This may indicate that the price is too high or the product does not meet customer expectations. Use this information to take action and improve your offerings.

By analyzing cart abandonment data, you gain insights that help you better understand your customers and their needs. This allows you to make data-driven optimizations and engage customers more effectively in the future.

Serious problem or insignificant indicator what to do with abandoned carts

What should you avoid and what should you do?

When dealing with abandoned carts, there are a few things to avoid and practices to implement:

Things to Avoid What to do
🚫 Insult clients in letters ✅ Be polite and help clients
🚫 Ask intrusive questions about reasons for abandonment ✅ Offer help and solutions
🚫 Ignore abandoned carts ✅ Apply strategies to get them back
🚫 Miss an opportunity to improve your online store ✅ Use data for optimization and development

In this section, we looked at the importance of responsiveness on abandoned carts and how to work with them to increase conversion and improve business. Don't forget that 70% of abandoned cart customers can be returned to the store if appropriate measures are taken. Analyze the data provided by abandoned carts and use this information to optimize your online store.

Effectively dealing with abandoned carts will help you improve user experience, increase conversion and overall profit for your online store. Don't forget to analyze data, communicate with customers, offer solutions, and optimize your site based on the findings. While abandoned carts may seem like a problem, they can be an important tool for growing your business.

Why cart abandonment

Online retailers face a serious problem: cart abandonment. This is a phenomenon where a visitor adds items to the cart but does not complete the purchase. Abandoned carts are a major headache for stores as they harm their bottom line and conversion rates.

Why do customers abandon carts?

  1. High prices. The price of goods is one of the main factors influencing a customer's decision to make a purchase. If the price is too high, the customer may decide to abandon the purchase and abandon the cart.

  2. Difficulties in placing an order. If the checkout process is too complicated, such as requiring a lot of fields to be filled out, it can discourage the customer and cause them to abandon their cart.

  3. Lack of convenience of payments. If a store does not offer convenient payment methods, such as cash only or a lack of popular payment systems, this may be a reason for abandoned carts.

  4. Low quality of the site. If a store's website is slow, interrupted, or has other technical problems, customers may experience inconvenience, which can lead to them abandoning their purchase and cart.

  5. Unsatisfactory level of service. If a customer receives poor service from a store, such as lack of feedback or long wait times for questions to be answered, this can create mistrust and cause cart abandonment.

How to deal with the problem of abandoned carts?

  1. Price optimization. Conduct a market analysis and compare the prices of your products with your competitors. If your price is causing cart abandonment, consider lowering your price, running promotions, and discounts.

  2. Simplifying your ordering. Minimize the number of fields that need to be filled in to place an order. Allow customers to register and place orders through social networks or as guests.

  3. Variety of payment methods. Provide customers with a wide choice of payment methods, including popular payment systems, credit cards, e-wallets and others.

  4. Fixing technical problems. Contact your web developer or technical support to correct any technical issues that may be affecting your site and causing cart abandonment.

  5. Service improvement. Pay attention to customer feedback and try to respond to their requests as quickly and efficiently as possible. Provide the buyer with the opportunity to ask questions and get advice online.

❝ If you don't solve the problem of abandoned carts in your online store, you seriously risk losing a significant portion of potential sales and revenue. ❞

By choosing the right methods to combat cart abandonment, you can increase your store's conversion rate and increase your profits.

Overview of Solutions and Best Practices

Let's take a quick look at which solutions and practices are most useful for reducing cart abandonment:

Action Result Recommended
Optimization of product prices Attracts customers with its profitable offers Research the market in detail and take into account competitors' prices
Simplify ordering Increase customer convenience and reduce checkout time Make sure that the ordering process is as simple and intuitive as possible
Variety of payment methods Reduces barriers for buyers and increases the likelihood of purchase Provide a wide range of popular payment systems
Fixing technical problems Improves the reliability and quality of your website Get professional help to fix technical problems
Improve service Create a positive experience and increase customer trust Provide prompt feedback and quality service

Корзина с товарами

Улучшение сервиса

Use these guidelines and approach cart abandonment in your online store responsibly. This will allow you to increase conversions and profits, and leave satisfied customers.

❝ Abandoned carts in your online store can provide you with a lot of data. It's important to understand what they mean and how to deal with them to improve your business performance. ❞ Richard Bence, international e-commerce analyst.

Not everything is in your control

When it comes to cart abandonment in online stores, it is important to understand that not all factors are in your control. There are reasons that arose through your fault, and there are those that you cannot influence. In this section, we will look at the various reasons why users may abandon carts and provide solutions to minimize this problem.

Distraction and rethinking of the need to buy

Sometimes users can be distracted from placing an order for various reasons. They may accidentally navigate to another page, someone may call them in the meantime, or they may simply lose interest in the product.

Unexplained Mood Changes

The main reason users abandon carts could be a change in their mood. Human emotions are not always under control, and even the most compelling product can lose its charm if the buyer's mood changes.

What can be done in such situations?

While the causes of cart abandonment can be unpredictable and uncontrollable, that doesn't mean you should just sit back and do nothing. There are several steps you can take to reduce cart abandonment in your online store:

  1. Improve the user experience : Provide a smooth and intuitive checkout experience. Eliminate any possible hassles that your customers may encounter and make the process as simple and convenient as possible.

  2. Offer additional features : In addition to the main product or service, you can offer your customers additional features that will make their purchase more attractive. For example, free shipping or a discount on your next purchase can be an incentive to complete checkout.

  3. Monitor and analyze data : Monitor which baskets are being thrown and analyze the data to identify common trends and bottlenecks. This will help you determine what specific measures you can take to improve the situation.

  4. Contact users : If a user has left an abandoned cart, send them reminders about it. This could be an email or a message in instant messenger offering an additional discount or bonus. This approach can help bring the client back and close the deal.

While not everything is up to you, you can take steps to increase conversions and reduce cart abandonment in your online store. Remember that each case is unique and you may need to do your own analysis and experimentation to find the most effective solutions for your business.

Important: Do not forget that users are living people, and their actions cannot always be explained logically. Be patient and flexible in finding the approaches that work best for you.

Evaluating the effectiveness of methods for dealing with abandoned carts

Method Helpful Not helpful
UX improvements
Additional features
Data tracking
User contact

Картинка 1
Keep in mind that cart abandonment is a common and serious problem for online retailers. Understanding the reasons for cart abandonment and applying appropriate strategies will help you increase conversions and increase your profits.

Картинка 2

Real reasons for refusal

In reality, the reasons for customers refusing to place an order in online stores can be quite varied and depend on specific situation. It is important to distinguish at what stage the separation with the client occurred. He can browse the site and add items to his cart, and then leave without even opening it. This may seem like an insignificant indicator, but in statistics it will be considered as an abandoned cart. According to Baymard research, among all users who abandoned their cart, 58.6% of them do so*.

In the case where the customer added an item to the cart and left the site at the ordering stage, the situation is significantly different. Despite the fact that both of these cases fall under the definition of an abandoned cart, in the first case it is almost impossible to find the reason for the action, in the second case it is necessary to analyze what could have prevented the online store from placing an order.

According to Baymard research, the most common reasons for customer abandonment at the checkout stage are:

  1. Lengthy registration process.
  2. Difficulty choosing a delivery method.
  3. Insufficient information about the product or service.
  4. Problems choosing a payment method.
  5. High price without explanation *.

Undoubtedly, each case may have its own nuances, but these research results allow us to conclude that there are general reasons that may influence customers’ decision to abandon a purchase.

Serious problem or insignificant indicator what to do with abandoned carts

Let's look at each of the reasons in more detail.

Long registration process

One of the main factors preventing customers from completing a purchase is the lengthy and complex registration process on the site. Customers may feel fatigued from filling out so many fields and may be reluctant to disclose their personal information. In addition, customers may not be confident in the security of their data, especially if the site does not provide sufficient privacy guarantees. Therefore, it is important to offer customers the opportunity to make a purchase without mandatory registration.

Difficulty choosing a delivery method

Another common reason for refusal is difficulty choosing a delivery method. Customers may be confused by limited delivery options, unclear delivery times, or high shipping costs. Delivery information should be as transparent and accessible to customers as possible, and also need to be regularly updated and adapted to changing market conditions.

Insufficient information about a product or service

The lack of complete and reliable information about a product or service can also be the reason why customers decide to refuse a purchase. Customers want to know every detail about what they are purchasing so they can be confident in their choice. Therefore, it is important to provide customers with as much information as possible about a product or service, including descriptions, photographs, characteristics, reviews from other customers, and so on.

Problems choosing a payment method

When it comes to payment, customers may face problems choosing a payment method, especially if there are not many options available. Limited payment options may discourage potential customers. Therefore, it is important to offer a variety of payment options, including popular electronic payment systems, bank cards and other payment methods.

High price without explanation

High price of a product or service without explanation can cause customers to refuse to make a purchase. If the price does not meet customer expectations or there is a lack of detail about what the cost is, it can create mistrust and doubt. Therefore, it is important to provide complete information about the price of a product or service, as well as explain what factors influence the formation of cost.

Examples of successfully combating the problem

There are many cases of successful combating the problem of abandoned carts. Here are some examples that can inspire and help improve the conversion rate of your online store:

  1. Simplify the registration process: allow users to place an order without having to create an account. Add the ability to log in via social networks for the convenience of clients.

  2. Transparent delivery information: Provide detailed information about different delivery options, timing and costs. We recommend a shipping cost calculation widget on the product page or in the cart so that customers can review this information at a glance.

  3. Expand payment methods: Offer a wide range of payment options, including electronic payment systems, bank cards and other popular methods. Make the payment process as easy as possible for your customers.

  4. Adding reviews and ratings: Enable the reviews and ratings feature on product pages. This will help customers make more informed purchasing decisions and increase trust in your store.

  5. Flexible pricing: Give customers the opportunity to get a discount if they decide to stay on the site and complete the purchase. You can also offer a loyalty program or promotions to attract and retain customers.


Solving the cart abandonment problem in online stores requires attention to detail and constant process optimization. It is important to distinguish between the different reasons for customer abandonment and provide solutions that best meet their needs. Following guidelines and best practices such as a simplified registration process, transparent shipping information, diverse payment methods, and others will help increase conversions and increase profits for your online store.

"Think of customers not as numbers, but as people."
Serious problem or insignificant indicator what to do with abandoned carts

  • Eric Schmidt, former CEO of Google.
--- What to do What not to do
Registration Offer the opportunity to make a purchase without mandatory registration. Imposing complex registration processes on customers.
Delivery Provide transparent information about various delivery options, timing and costs. Hide or make it difficult to access delivery information.
Product information Provide complete information about the product or service, including description, photographs, characteristics, customer reviews, etc. Conceal or provide incomplete information about a product.
Payment Offer a variety of payment options, including popular payment systems and cards. Limit payment options for customers or complicate the process.
Price Provide customers with the most transparent information about the price of a product or service. Explain all factors that affect cost. Set high prices without explanation or hide cost information.

Serious problem or insignificant indicator what to do with abandoned carts

Serious problem or insignificant indicator what to do with abandoned carts

Look for problems on the website

Important A step in combating the problem of abandoned carts in online stores is to proactively find and resolve the reasons why users abandon the checkout process. A proactive approach allows you to prevent potential problems before the visitor even has to deal with them.

What role does site analysis play in this process? Let's figure it out.

Observe the checkout process on behalf of the user

The easiest and most effective way to find the reasons that lead to users refusing to place an order is to walk through the process yourself, on behalf of the user. Start by adding a product to your cart and sequentially go through all stages of placing an order, filling out all data fields.

During this "test order" process, pay attention to the following points:

  • Checkout Speed : Evaluate how quickly and easily the user can fill out all required fields and make a purchase. Nobody likes to spend a lot of time filling out forms, so try to minimize the number of steps and optional fields.

  • Information Visibility : Make sure all information needed to complete your order is clearly visible and organized logically. Use blocking, headings, and bullet points to make information easier to digest.

  • Transparency and Trust : Do everything you can to reassure visitors that your store is trustworthy and their data is secure. Provide contact information for customer support, provide detailed information about payment methods and delivery. If you have safety certifications, display their logos on the checkout page.

Identify Common Reasons for Bounce

As you analyze your site and checkout process, you should look for common reasons that may be discouraging visitors from completing a purchase. Let's look at some of them:

  1. Overly complex interface: If the user encounters a confusing and incomprehensible interface, the chances of abandoning the purchase increase significantly. Make sure site navigation is intuitive, buttons and links are clearly highlighted, and the entire checkout process is easy to follow.

  2. High shipping costs : Many buyers give up purchasing when they see high shipping costs. Develop a flexible delivery system, offer free delivery for order amounts above a certain value, or allow users to choose the optimal delivery option on their own.

  3. Registration requirement: Mandatory registration before placing an order may result in a refusal to purchase. Allow visitors to make a purchase as a guest without requiring them to fill out unnecessary fields.

  4. Lack of clear information: If a visitor cannot find all the information they need about a product or service, the likelihood of abandonment increases significantly. Make sure that information about products, prices, availability and delivery is well structured and easily accessible.

  5. Lack of confidence in purchase : Some visitors may abandon a purchase without feeling sufficiently confident in the product or service. Provide additional information such as customer reviews, ratings, or detailed descriptions to help users make purchasing decisions.

Practical tips and recommendations

Based on the analysis of the site and the reason for refusals to place an order, we can offer the following practical tips:

  1. Simplify the checkout process : Make sure your interface is clear and intuitive for all users. Minimize the number of steps in checkout, remove optional fields, and offer the user the opportunity to continue purchasing as a guest.

  2. Increase transparency and trust : Provide visitors with all the necessary information about products, delivery and payment terms. Display security certification logos and provide customer support contact information. This will help build confidence in your store.

  3. Diversify delivery options : Develop a flexible delivery system, offering different options and options to meet different customer needs. Consider offering free shipping once your order reaches a certain amount.

  4. Focus on Information Quality : Spend time and attention developing information materials about your products and services. Provide detailed descriptions, high quality photographs and reviews from satisfied customers.

  5. Monitor and analyze data : Use analytics tools to track user behavior on your site, detect problems, and proactively address them. Review acquisition, conversion, and bounce metrics to identify opportunities for improvement.

    Overview of tips and tricks

What to do What not to do
Simplify the checkout process Reduce interface clutter with unnecessary elements
Increase trust and transparency Remove customer support contact information
Diversify delivery options Overload the customer with choices without any information
Make product information accessible and understandable Provide header information without further description
Analyze data and improve process Ignore analytics and continue doing the same thing

Check out these practical tips and follow best practices to increase conversions and increase profits for your online store.


Once you identify problems with the checkout process on your site and make the appropriate changes, you will notice an improvement in conversions. Remember that the customer's journey from adding a product to the cart to successfully placing an order should be easy and pleasant.

Apply our practical tips and follow expert advice to improve your user experience, reduce cart abandonment, and increase your online store's profits.



When an online store owner experiences an increasing number of abandoned carts, it can be a serious problem for his business . However, identifying the cause and finding effective methods to solve the problem can be a key step in increasing conversions and increasing profits.

Clearly state the order amount and costs

One of the main reasons customers leave their cart empty is they are not sure how much they will pay for their items. Therefore, it is very important to clearly indicate the amount of the order and all the costs included in it, such as delivery costs, transfer fees and others. The customer must know what he is paying for and that the total cost of his purchase will not exceed his expectations. This will help reduce cart abandonment and increase the likelihood of completing a purchase.

Speed up the checkout process

Reducing the steps required to complete an order can have a significant impact on conversion and reduce cart abandonment. However, it is important to find the right balance between simplifying the order form and collecting the necessary information about the buyer. It is important to remove mandatory registration, reduce the number of fields and other points that may cause difficulties for the client. Remember that some information about the buyer is important for further use, for example, for sending mailings. Determine the information that is required for placing an order and further use, and leave the appropriate fields. Ask only for the necessary information to complete your order.

Use a variety of payment methods

A variety of payment options can improve the customer shopping experience and reduce cart abandonment. When an online store only has one payment method, it can be inconvenient for the customer. The lack of an alternative may also cause the buyer to leave the site and find another store that offers other payment options. Therefore, it is recommended to place several payment methods on your website so that the client can choose the most convenient one for him.

Add trust and security

For many customers, one of the main reasons for abandoned carts is a lack of trust in the online store and concerns about the security of their payment information. To reduce cart abandonment, it's important to include information on your site about shopping security, security certifications, and other ways you keep customer data safe. In addition, customer reviews and rating systems will help increase the level of trust and reassure potential buyers that the transaction is safe.

Don't forget about mobile users

With more and more people shopping through mobile devices, it's important to make sure your online store is optimized for mobile platforms. Make sure the entire checkout process is easy to complete via mobile devices and that your website has a responsive design. This will help increase the number of completed purchases and reduce cart abandonment among mobile users.
Serious problem or insignificant indicator what to do with abandoned carts

Overview of useful troubleshooting techniques

Action Benefit Not recommended
Clearly state order amount and costs Increases purchase transparency Insufficient description of cost and order components
Speed up the ordering process Reduces customer time and effort Put too many required fields in the order form
Use different payment methods Customer convenience Limit the choice of payment method
Add trust and security Increases customer trust Lack of website security information
Don't forget about mobile users Increases the accessibility of an online store Lack of responsive design for mobile platforms

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The methods suggested above will help stores reduce the number abandoned carts and increase conversion. But remember that every business is unique and may require experimentation and testing different approaches to find the best solution for your online store.

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Your success in overcoming cart abandonment depends on how willing you are to analyze and implement new strategies. Remember, every abandoned cart represents lost revenue and an opportunity to satisfy a customer. Use these recommendations to attract more customers and increase conversion, and with it, the profit of your online store.

Emails with unfinished purchases for customer returns

In online stores, the problem of abandoned carts is often encountered when registered users add products to the cart, but do not complete the purchase. Some stores neglect this issue, not realizing the potential that such unfinished purchases can provide.

Do emails with pending purchases really help bring back customers and increase sales? Opinions were divided. Some believe that such emails are intrusive and ineffective, while others see their potential for increasing conversions and increasing profits.

Imagine the following situation: a customer decided to make a purchase in your online store, added items to the cart, but something prevented him from completing the order. In such cases, sending a reminder email about a pending purchase can be an effective way to nudge the customer toward completing the purchase.
Serious problem or insignificant indicator what to do with abandoned carts

Opportunities that pending purchase emails provide

Statistics show that pending purchase emails can have a good effect on customer return. Moosend, an email marketing service, conducted a study that found the following data:

  • The average Open Rate for emails with pending purchases is 45%.
  • The Click-through Rate is 21%.
  • Half of those who open a reminder email return to the site and make a purchase.
Serious problem or insignificant indicator what to do with abandoned carts

These numbers speak for themselves. Pending purchase emails actually have great potential for attracting customers back to the store and increasing sales.

Example of successful use of letters with pending purchases

Let's look at a real example. An online clothing store sends a pending purchase reminder email to a customer who added items to their cart but did not complete all checkout steps. In this letter, the store thanks the customer for visiting and reminds him of the products he liked. Additionally, the email offers a discount on these limited-time items.

The client, having received such a letter, may remember why he abandoned the purchase and decide to return to the store’s website. Most people love discounts, so offering a discount can be an attractive motivator to complete a purchase.

How to make emails with pending purchases effective?

In order for emails with pending purchases to actually work, there are a few important things to consider:

  1. Personalization: In emails, include the customer's name and the specific items they added to their cart. This will help create a more personalized and attractive offer.
  2. Limited time offer: Offer the customer a discount or special offer, but specify that it is only valid for a certain period of time. This can push the client to make a decision as quickly as possible.
  3. Clear Call-to-Action: In your emails, be sure to include a clear and prominent call to action, such as “Complete your purchase” or “Return to site.” The easier it is for a customer to move on to completing a purchase, the more likely they are to do so.
  4. Analytics and segmentation: Study customer behavior data to better understand why they stop shopping. Segment customers based on different criteria and tailor the content of your emails based on their behavior and preferences.

Best Practices for Using Pending Purchase Emails:

Do's and Don'ts Don'ts
Personalize emails and include specific products Send unreasonably many emails
Offer limited-time discounts Overload the email with information
Use a simple and clear call to action Ignore customer behavior data
Analyze and segment customers Do not update information in emails

Although emails with pending purchases are not a panacea and may not work for all stores, statistics and successful examples indicate their effectiveness. It's important to conduct your own experiments, studying customer data and tailoring your approach to suit their preferences.

Using emails with pending purchases can be one of the tools to increase conversion and maximize profits for your online store.

Ingredients of a Successful Email


When you're sending out an email campaign, it's important to understand that the subject line plays a huge role. This is the first thing your potential client will see and will determine whether they open the email or delete it immediately. So, don’t underestimate the importance of writing an attractive and persuasive subject line.


The main purpose of the subject line is to attract attention. It should arouse interest and intrigue the recipient. Instead of boring headlines like “Items in your cart,” try using a more enticing option like “You forgot something with us...”. This will create intrigue and interest the recipient.

Email Body

Once your customer has opened your email, it’s important to hold their attention and inspire them to take action. In the body of the letter, you can use several techniques:

  • Personalization: Address the recipient by the name he specified during registration. This will create a more personal connection and show that you appreciate him.

  • Urgency: Tell the customer that he needs to hurry because the product may run out. This will create a sense of urgency and motivate action.

  • Advantages: Use all the arguments that can spur a purchase. Point out attractive terms, such as free shipping or discounts on certain products. Tell us about the benefits of your product or service.


One of the key components of successful email marketing is timeliness. Don't delay sending emails, as the most effective emails are sent within an hour after a customer leaves your site. Further, the conversion decreases, so don’t waste time.

Specific Call to Action

Finally, it is important that your email contains a specific call to action. Instead of the usual "Back to Store" buttons, use more attractive options like "Continue Shopping" or "Checkout." This way, you will clearly state your goal - to get a sale.

So, to make a successful email campaign, remember the following components:

  • An attractive and intriguing subject line so that the potential client opens your letter
  • Text that appeals to the customer by name, creates a sense of urgency, and shows all the benefits of your product or service
  • Sending an email within an hour of leaving the site to keep conversions high
  • A specific call to action to direct customer to purchase rather than simply review products

✨ Best practices for creating a successful email campaign:

Do Don't
Use attractive subject lines Send emails without subject line
Address customers by name Ignore personalization
Create a sense of urgency Send long-delayed emails
Push to buy Ignore the benefits of your product
Send emails on time Send emails too often
Use specific calls to action Write uninformative and meaningless emails


Letters about abandoned carts on ELBUZ websites

“Good clients can be lazy” 🙃

You have already encountered a situation when a client adds Added an item to your cart on your website but never completed the purchase? This is a completely natural phenomenon in online stores, which is called “abandoned carts.” But you have the opportunity to increase the likelihood of completing a purchase and, as a result, improve conversion and increase profits.

The ELBUZ online store offers its customers a unique function - sending letters with unfinished purchases. Any client of this platform can use this option and configure the sending of letters at their discretion. So, you can change the subject of the letter, the text inside it and the sending intervals. This gives you complete control over the communication process with your customers, helping to increase engagement and make the shopping experience even more personalized.

How does this feature work?

When a customer adds items to the cart on your website but does not complete the purchase, the ELBUZ system automatically records his data. Then, based on your settings, your customer receives an email reminding them of their pending purchase. You can write an attractive subject line and include the option to use the 🌟 emoji to make it stand out from other emails in the customer's inbox.

Such emails have several purposes:

  • Remind about items in the cart. The customer may be busy or distracted when they add items to their cart. Emails about abandoned carts will help return it to the store and continue shopping.

  • Create a sense of urgency. In the letter, you can indicate that the quantity of the product is limited or make an offer with a limited validity period. This will help motivate the customer to take action and complete the purchase.

  • Offer additional benefits. In the body of the email, you can offer the customer free shipping or a discount on items in the cart. This can be an additional motivating factor to complete the purchase.

How to improve the effectiveness of abandoned cart emails on ELBUZ?

  • Message personalization. Use customer data (such as their names) to create more personalized messages. Send customers emails with their names on them to make them feel valued.

  • Experiment with the subject line. The subject line is the first thing the client will see, so make it attractive and informative. Test different options and determine which theme works best.

  • Track your results. The ELBUZ system provides detailed reports on the performance of abandoned cart emails. Analyze this data and make adjustments to your communications with customers to achieve the best results.

  • Be consistent in sending. Regular and consistent mailings allow you to re-attract customers' attention to their pending purchases. Set the optimal interval for repeat emails and schedule your mailings accordingly.

“Don’t forget - every uncompleted action is a potential loss of profit” 🤔
Serious problem or insignificant indicator what to do with abandoned carts

Consolidating our knowledge

Benefits Avoid
Remind customers about pending purchases Don't send too many emails.
Creates a sense of urgency and importance Don't send emails too late.
Offer additional benefits Avoid overusing emojis.
Don’t forget to analyze the results and optimize your mailing.

🌟 Example of mailing to ELBUZ clients:
Serious problem or insignificant indicator what to do with abandoned carts
🌟 Another example of mailing to ELBUZ clients:

Serious problem or insignificant indicator what to do with abandoned carts
Now, thanks to the function of sending emails about abandoned carts on ELBUZ, you can not only increase conversion, but also effectively interact with your customers. Don't miss the opportunity to draw their attention to unfinished purchases and offer them additional benefits that will make the purchase even more attractive. Remember to analyze the results and experiment to find the best solutions for your business.

“Give your customers another chance and they will come back to you again and again” 😉


Abandoned carts in online stores are an indicator that cannot be neglected, but its importance should not be overestimated. To understand how your store is performing effectively, you need to differentiate between cart abandonment during browsing and during checkout. Research shows that the average cart abandonment rate for online stores is 69.57%. However, it is worth noting that 58.6% of visitors abandon their cart because they do not plan to purchase at the moment. This suggests that not all abandoned carts should be considered lost orders and inefficiency of the online store.

It is especially important not to pay more attention to abandoned carts if you have a new online store. At the initial stage, it is important for you to attract and retain customers, and not waste time analyzing abandoned carts. Dealing with abandoned carts makes sense only in case of high sales turnover. Otherwise it will be a waste of time.

But that doesn't mean you should ignore abandoned carts completely. You need to make sure that there are no things on your site that might put off visitors. Walk through the checkout process on behalf of the visitor and use various metrics to eliminate possible problems. If you notice that many users are leaving unfinished purchases, this may indicate that there are problems with navigation, ease of use of the site, or payment. If so, you need to take steps to improve these aspects.

One effective method for dealing with abandoned carts is to send reminder emails about pending purchases. Use personalized emails that indicate the contents of the cart and an invitation to complete the order. This can give users another chance to return to the site and make a purchase.

Don't forget that abandoned carts are also a source of valuable information about the preferences and behavior of your visitors. Analyze abandoned cart items and use this data to improve your inventory, offers, and marketing campaigns.
Serious problem or insignificant indicator what to do with abandoned carts


  • Abandoned carts are not the only indicator of the effectiveness of an online store.
  • Not all abandoned carts are lost orders.
  • Addressing abandoned carts makes sense when sales volumes are high.
  • Check your site for problems that may be turning off visitors.
  • Send reminder emails about pending purchases.
  • Analyze abandoned cart items to improve your inventory and marketing campaigns.

Expert Note: Cart abandonment needs to be considered in the context of other metrics and sales turnover levels. You should not clearly judge the effectiveness of the store based on this indicator. However, working to improve the user experience and researching the causes of cart abandonment can lead to improved conversions and profits.

For clarity, let’s present a table where we list what is useful to do and what should not be done in order to more accurately assess the effectiveness of your work with abandoned carts.

Do Don’t
Analyze the reasons for abandoned carts Give abandoned carts more attention than they deserve
Use personalized reminder emails for pending purchases Ignore abandoned carts
Improve site usability and navigation Spend time analyzing abandoned carts early in the store
Use data from abandoned carts to improve inventory and marketing campaigns Forget that not all abandoned carts are lost orders

Image 1

If you analyze and deal with abandoned carts correctly, Then you can increase the conversion of your online store and increase your profits.

Foxtrot company experience

Description of the client, his business and tasks

Foxtrot company is one of the leading retail chains in Ukraine, specializing in sale of electronics, household appliances, computers and mobile devices. They offer a wide selection of products and high quality service, making them one of the most popular stores in the country.

Serious problem or insignificant indicator what to do with abandoned carts

Foxtrot's main goal is to increase conversions on its website and increase profits. They strive to attract more potential customers and maximize the number of completed purchases. One of the main problems the company faces is abandoned carts - shoppers who add items to their cart but do not complete the order.

Description of the target audience and key points of interest

Foxtrot's target audience is people interested in electronics and home appliances. These are mainly young people and the middle class who are looking for a reliable store with a wide range of products and competitive prices.

Key points of interest for potential customers include product reliability, affordable prices, wide selection, ease of online shopping, fast delivery and quality customer service.

Problem Solving Approach

Foxtrot solved cart abandonment through personalized customer service and backlog emails. When a customer leaves items in their cart but does not complete their order, Foxtrot sends them a reminder email inviting them to return and complete their purchase.

Ingredients for a Successful Email

Foxtrot Purchase Pending Emails have been carefully designed to engage customers and motivate them to return to the site:

  1. Headline letters: "Come back and complete your purchase!"
  2. Personalization: The email uses the customer's name and a list of items they added to their cart.
  3. Reminder of the benefits of Foxtrot: mention of wide range, reliability and affordability.
  4. Create urgency: Communicate that the items in the cart may sell out quickly, so the customer should hurry with their purchase.
  5. Discount Offer: Foxtrot offers customers an additional discount or free shipping to encourage them to complete their purchase.

Foxtrot Abandoned Cart Emails

Foxtrot has successfully implemented an abandoned cart email strategy on their website. Using analytical data, the company identified those customers who left items in the cart and launched an automatic system for sending personalized emails.

The results were impressive. On average, 20% of customers who received emails about incomplete purchases returned to the site and completed their order. With this strategy, Foxtrot was able to increase its conversions and increase its profits.

The method of dealing with abandoned carts through emails with incomplete purchases has proven effective for Foxtrot. They were able to increase conversions and increase profits by capturing customers' attention and motivating them to return and complete their purchase. This case shows that taking a detailed look at cart abandonment data and using appropriate marketing strategies can help online retailers improve their results and be more effective in returning customers. . Foxtrot continues to improve its approach and strive to provide a high quality service to its target audience.

Frequently asked questions on the topic "Abandoned carts: a serious problem or an insignificant indicator?"

1. Why is cart abandonment a problem for online retailers?

Abandoned carts pose a serious problem for online retailers as they represent lost sales. When shoppers add items to their cart but don't complete the purchase, it reduces conversions and hurts business profits.

2. What data can be obtained from abandoned carts and what does it mean for the business?

Abandoned carts can provide valuable insight into customer behavior. This data allows a business to understand why customers are abandoning a purchase and what problems are arising on the site. Analyzing this data allows you to optimize the purchasing process, improve user experience and increase conversion.

3. What reasons can lead to basket abandonment?

There are many reasons why shoppers might abandon their carts. Some of them include high shipping costs, inconvenient checkout process, lack of convenient payment options, long delivery times, or unclear product information.

4. How to respond to abandoned carts in your online store?

You can respond to cart abandonment in a variety of ways, including using marketing automated emails, offering additional discounts or free shipping to complete your purchase, and improving the user experience and streamlining the checkout process.

5. What are the real reasons for abandonment behind abandoned carts?

The real reasons for refusing a purchase can be varied. Some buyers may reconsider their decisions, some may simply be researching prices and offers, and some may encounter problems with the site or be unsure of the quality of the product.

6. How to identify problems in your online store that lead to abandoned carts?

Identifying problems in your online store that lead to cart abandonment can be achieved through data analysis such as web analytics, customer feedback and user experience testing. This will identify bottlenecks and errors that prevent customers from completing their purchase.

7. How to eliminate problems that lead to abandoned carts in an online store?

Eliminating issues that lead to cart abandonment includes streamlining the shopping experience, improving the user experience, adding more payment methods, providing clear product and shipping information, and reducing shipping costs.

8. What emails with unfinished purchases can be used to return customers?

To bring back customers, you can use emails with incomplete purchases that remind you of the abandoned cart and offer additional discounts, offers or attractive conditions to complete the purchase.

9. What components make up a successful abandoned cart email?

The components of a successful abandoned cart email include an attractive subject line, a clear and understandable message, personalization, inclusion of cart items, offering discounts or additional benefits to complete the purchase, and a simple link or button to return to cart .

10. What examples of abandoned cart emails can be used on ELBUZ websites?

A variety of cart abandonment email examples can be used on ELBUZ sites, including abandoned cart reminders with offers of discounts or free shipping, reminders about items in the cart and personal recommendations, and offers of additional bonuses for completing the purchase .

Copywriter Elbuz
Brief description
The article discusses the importance of reducing the number of abandoned carts in online stores and methods to combat this problem. We explore what data these baskets can provide and what it means for business. Our goal is to help stores increase conversion and increase profits.
Article Target
Provide useful information about the problem of abandoned carts in online stores, offer solutions and advice
Informational and practical


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Discussion of the topic – Serious problem or insignificant indicator: what to do with abandoned carts

The article discusses the importance of reducing the number of abandoned carts in online stores and methods to combat this problem. We explore what data these baskets can provide and what it means for business. Our goal is to help stores increase conversion and increase profits.

Latest comments

A very interesting topic! I, as the owner of an online store, would like to overcome this problem. I’ve already tried sending email reminders to customers about carts, but without much success. Maybe there are some other effective methods?


Hi Olga! I also faced the problem of abandoned carts in my store. In addition to email reminders, I started using retargeting advertising. I install a pixel and display ads for products added to the cart on other sites. This helps bring back potential customers!


Hi all! An interesting and relevant topic! I've heard that even a small change in the design and functionality of the checkout page can reduce cart abandonment rates. Sometimes people are simply intimidated by the long and complicated ordering process. Has anyone tried something like this?


Hello Lena! Yes I agree. I've optimized the checkout page on my store to make it simpler and more intuitive. It was noticeable that cart abandonment rates decreased after this change. Simplicity and convenience are important factors!


Hi all! I noticed that some customers add items to their cart so they can track their prices and receive notifications about discounts. Maybe you should offer similar features to your customers to prevent them from abandoning their carts?


Rave! All these trends will lead to nothing. Stores only waste time and resources doing this. People just don't want to buy, no matter how convenient your ordering experience is.


Hi Natalia! I like your idea of offering customers the ability to track prices and receive discount notifications. I tried to implement a similar feature in my store and noticed that it really helps to retain customers and reduce the number of abandoned carts!


Hi all! I had an idea to add live chat to my store so that customers could ask questions in real time and get help when placing an order. Has anyone already tried this approach?


Hello Svetlana! Yes, I launched live chat on my website and it helped reduce cart abandonment. Customers appreciate fast and convenient assistance, especially during checkout. I recommend trying it!