How to reduce shopping cart abandonment

67.75% of internet users abandon the shopping cart, according to a study published by Baymard Institute.

What does that mean? That about 7 out of every 10 visitors to your website are leaving before closing the transaction and that is pretty frustrating, considering the hours you spend to optimize your website, thinking about pricing strategies, transportation and so on.

You are losing money and this is not an assumption, it has been proven.

But, why visitors abandon their shopping cart? How can you decrease the rate of shopping cart abandonment? What strategies you can apply to improve your conversion rate? About these things we will discuss in this article.

Why visitors abandon their shopping cart?

When you think about all users who abandon their shopping carts you might think that most of them change their minds in the last minute. But things are not like that.

In this study by Worldpay, we can see what are the main reasons why users leave your shopping cart.

reasons for online shopping cart abandonment

1. Unexpected costs

Imagine that you go to the supermarket to shop for a barbecue with friends. You run along the supermarket to find the best meat, to find the beer you like and other snacks to organize the perfect grill. You have a planned budget and you try to not overtake.

When you get to the checkout, the cashier tells you that besides the amount you have to pay for the products, you have to pay a fee for PETs, a fee for bags and another one if you want to pay by card.

Don`t you want to leave there the bags and go shopping at another store?

When we speak about online stores, usually the unexpected costs are for transportation.

Many large ecommerce stores “delight” their customers with free transport, and they expect that you treat them the same way.

As indicated by Deloitte, 20% of purchasers think that “free shipping” is top motivation to shop with a specific retailer. Turns out, “Free shipping” is a huge factor in online customer experience.

2. Just browsing

Believe it or not, but 99% of those who visit your site first time will not buy; and these come from a study realized by SeeWhy, who analyzed the behavior of 600.000 customers.

On the other hand, 75% of users who abandon the shopping cart have the intention to buy. So that is why it`s important to use email automation and retargeting almost immediately after the abandon their cart.

3. Found a better price elsewhere/overall price too expensive

At first glance may seem a strong enough reason.

As indicated by another study by Forrester, “price & timing” are the real reasons why customers abandon their shopping carts. Also, in the study realized by Seewhy, it looks like lower cart tends to have a higher abandonment rate.

Performing under the presumption that abandoners are purposefully leaving to discover better prices, and understanding you’re presumably not willing to race for the lowest price, here are a couple of retargeting strategies that you can apply to recover abandoned shopping carts.

1. Use live cart abandonment trigger

It would`t be wonderful if, before the user leave your website, to send an instant message that leads him to complete the order? You can offer him either a discount or a bonus because he wanted to buy from you.

Using a software like you can customize a live trigger to better communicate with your customers.

2. Use cart abandonment email trigger

Statistics show that 63% of abandoned shopping carts are potentially recoverable by those retailers who use a marketing automation software and address to those who especially left the e-commerce website because of costs with a discount or free shipping.

You can use to send an email to remind them what great products they left in their cart or to offer them a little discount.

3. Use SMS trigger

One of the techniques that marketers don`t use so often is SMS marketing – everyone is checking their messages so it could be an opportunity for you.

When someone leaves an item in the cart, something that they really need, what`s the best way to check if your message will reach him?

Through SMS, obviously! And you`ll make His life better, you`ll Give Him Because the Possibility to buy the product from your shop He loves most.


5 huge mistakes that marketers do with Retargeting

Many of those who tested retargeting complain on forums / blogs that it isn`t efficient. On the other hand there are marketers who say it is a powerful tool that greatly improved their conversion rate.

Where is the problem? Why for some retargeting works and for others don`t?

The answer is quite simple: the method of application!

Retargeting can be a usefull tool that can help you grow your brand awareness, conversion rate and ROI, but only if applied correctly! It is very important to keep that in mind.

To clarify things and to help you benefit from the advantages of this powerful tool at their true value, I will present you the biggest mistakes that people make when using retargeting.

retargeting mistakes

1. Segmenting you audience and stable biding

Retargeting depends upon segmenting your audience and bidding appropriately. While it is important to limitate the number of ads shown to a single user, this practice should not be applied for all viewers. Instead it should be a practice adjusted by potential. Viewers exhibiting a high potential for conversion should be bid on more aggressively, compared to a one-page viewer with low value.

2. One ad for all

It is important to personalize your ads based on your audience segment. People want a personalized experience, no one wants to see the same ad. Basically, this is Retargeting . Not only will your ad be uninteresting, but you risk to lose users confidence in your brand and traffic. Offering users a personalized experience through targeted ads on different segments, you’ll easily convince people to buy.

3. Expect more traffic

Many marketers believe that more ads means more traffic. But things are not like that. Retargeting should be expected to guide your site visitors through the conversion funnel. Retargeting helps you to convince users that already visited your site to return and buy.

4. Retargeting only popular pages

Is important to use retargeting on all your pages. Focusing only on your most popular pages may seem like a useful shortcut, but doing this will limit your cookied viewers. With a smaller amount of viewers, your reach and potential audience will also be limited.

5. Working with multiple companies

Often in ecommerce it is advisable to work with multiple companies to generate more conversions. But when it comes to Retargeting is advisable to use one company to handle your campaigns. If you will work with many companies, practically you will bid against yourself, which will bring higher costs and lower ROI.

Learning from others mistakes is useful. I hope these tips will help you use retargeting correctly and improve your conversion rate.

How behavioral retargeting can help you sell more?

Every second, millions of people around the world are browsing to find websites, to read blogs, play games or to communicate using social networks. It wouldn`t be interesting to know what people are interested in your brand? To know exactly when, where and how often they are online? Behavioral retargeting can help you collect this information and attract more customers.

internet user

What is behavioral retargeting?

Behavioral retargeting (also known as behavioral remarketing) is a technique which you can use to show online advertisements to users, based on the previous browser behavior. Practically, if a visitor enters to you site, browse a product, but doesn`t make a purchase, you can send him an email or a live message to convince him to buy. This technique has a strong call to action, so that more of window shoppers became satisfied clients.

How does behavioral retargeting works?

Using a marketing automation tool that provides this feature, such as, a code is added to your site. Then information about the visitors are collected by an anonymous cookie, which doesn`t retrieve any personal or identifiable information, and does not use spyware.

The marketing automation tool that you are using should allow you to create personalized banners. When the visitor is preparing to leave your website, you can set up a banner to offer him a discount or to show him other information that can convince him to buy. Simple as that!

We all know that not all clicks can turn into conversions. But using retargeting you can easily convince visitors that have shown interest in the products / services you offer. You can do this easily if you offer discounts or other benefits to visitors. With retargeting possibilities are endless. The important thing is that for the same marketing budget you’ll get much better results.

Behavioral retargeting is a process that builds brand awareness, leading to higher conversions. This way your ROI focus on conversions, not just impressions.

How can you reduce shopping cart abandonment through retargeting?

Online retailers are struggling with shopping cart abandonment, which average rate is 68%. If only they could convert those abandoned carts and reduce abandonment! Their wish can come true if they follow these steps and use Retargeting, a marketing automation tool that reduces the bounce rate and increases conversion.

shopping cart abandoment2

Make the checkout process very quick and easy

Potential customers decide to abandon their shopping process if they encounter a complicated and lengthycheckout process. Require only essential information and make it quick and very easy. Maybe you would like clients to create an account, so you can gather information about them and inform them about your latest products or make them special offers, but it’s not always a good idea, because they can get frustrated. Give them a very good reason for signing up, like personalized offers, free shipping, ordiscounts, so that they feel they’re given a favor, not that they are forced to register. Also, because people like to know ahead what’s to come, to reduce cart abandonment would be a very good idea to inform them of how many steps are left with a progress indicator bar. Don’t forget to make sure buyers can return, just in case they want to change some of the information they submitted. Potential customers can have doubts about closing the deal right before clicking the last button, so it’s important to list them a phone number or include a live chat so that they can express their worries and get further information about the products. It’s usefulfor you to know that more and more people use their mobile phones to shop, so don’t forget to make your website mobile friendly.


Don’t trick your potential buyers

Often, people abandon their shopping carts once they realize that the final costs are high because of the shipping fee or because they don’t like the delivery date. So, to reduce cart abandonment, it’s a very good idea to inform visitors from the beginning about these kind of costs and the delivery dates. If you can distribute your products for free and in a reasonable time, you’ll instigate conversion, but if you don’t you should tell them upfront. This way they won’t get unpleasant surprises alongthe checkout process. Another moment of frankness should be the one when you tell buyers about the return policy or about the stock, especially when it’s low, to avoid disappointment and cart abandonment.

Shopping-Cart-AbandomentReduce cart abandonment with Retargeting

Sometimes, it doesn’t matter how much you try to satisfy your customers needs, there will always be some abandoned shopping carts. But you can always use Retargeting to reduce cart abandonment. We know who left without making the purchase and we send them an email trigger with a friendly reminder and a small encouragement like free delivery or 10% discount to get them complet their order. To have an average of 40% open rate and a 20% click-through rate you need to send these triggered emails 3-4 hours after shoppers leave your website with items in their shopping carts. But if that message wasn’t opened, clicked or didn’t generate a sale, we have another solution: a reminder, which has a higher conversion rate than the initial email trigger. It can include more information about the products, services, customer reviews and a strong call to action. Retargeting can also use SMS reminders to make sure potential customers don’t miss out on great offers and reduce shopping cart abandonment.

What is retargeting?

Retargeting is a form of online advertising that allows you to send advertisements intended to turn visitors into buyers, while they’re still on your site… before they leave.


Retargeting uses the browsing history of users on a site from viewing section “Contact” to online shopping cart to the site, so that after to display the appropriate messages to targeted users. Retargeting is thus the ideal advertising solution in the long term communication with your consumers.

How does it work?

1. Users who visit the site, navigate a few pages to see what are you offering and then leave without buying.

2. They see your ads when browsing

3. Users come back to your site and buy!

Why do you need it?

Online studies show that only 2% of users convert from the first visit. Using retargeting, you can bring back to the site 98% of your potential clients and raise your conversion rate.

Since you are targeting people who have already shown an interest in what your are offering, retargeting campaigns are very effective. On average, for every $ 1 invested in retargeting, you have a profit of $ 10. Retargeting campaigns help you to increase brand awareness and to obtain better click through rates at lower costs.


– Increase conversion rates for different activities, “subscriptions” for example
– Downloads and increase sales
– Maximizing brand’s awareness and influencing consumers in terms of buying
– Detailing the entire circuit of the campaign: “Full Funnel Visibility”
– Benefit from competitive rates and a better ROI

What is marketing automation?

Do you know how it is to send the right email to the right person at the right time? Whether to say “Welcome!” or “Hey, if you buy today, you have a discount of 30%!”

marketing automation

We all want to be smart in terms of email marketing, but we know very well that this process can involve much time and energy that grow exponentially with the size of the database we manage.

Here comes “marketing automation” which, in a general situation, is a mix of tactics and software that allow a company like Amazon to sell – this especially through a customized and useful content, that help transform prospects into customers and, not least, the customers into satisfied clients. In general, this approach offers companies significant revenue and provides an excellent ROI.

Automated emails delivers information to your customers exactly when they need it and this method is very effective also for you. You can send a series of emails to new subscribers to present your company, you can provide product recommendations based on purchase history of your client, or you can send greeting for his birthday and many more.

Triggers are those that determine what subscriber and when he receives the email. A trigger can be the interaction with one product, a subscription to a specific list, etc.

When is it better to use marketing automation?

Automation emails is ideal when you have content that you want to automatically deliver it to specific subscribers at a time. Here are the most common scenarios for conveying predefined messages:

For a new subscriber – Send to your new subscribers a welcome email. Tell them what to expect in future communications, send them coupons, vouchers or offer them advice on how to take advantage of what you have to offer;

When you have sent a series of emails – you can share information in a series of steps that can be sent over days, weeks or even months;

For emails that we send annually – during special holidays, birthdays, etc;

Follow up activity on the site – When a subscriber is browsing a precise link from the site, coming from newsletter, you have the possibility to send automatic messages to encourage him to take a decision to purchase, you can send them a form of satisfaction, etc. ;

When you want to thank your best customers – customers that make regular purchases are important to your business site, so let them know that. You can send them from a simple “Thank you”, to discounts, invitations to enter the VIP clubs etc;

Follow up after a purchase – Send recommendations for additional products or offer them advice based on that acquisition made;

When you want to get feedback – Use a survey to make your customers feel important and get valuable feedback about the shopping experience on your site.

marketing automation

What is marketing?

The easiest way of explaining marketing is by telling that Marketing is the science and art of convincing someone to buy a product.

Marketing is not an exact science, but there are several principles involved that are quite stable.

Today, we are going to show you a few marketing photos that we consider intelligent.

guerrila marketing

guerrilla marketing


And a cute joke…

marketing business joke