Why 70% of Online Shoppers Leave – and How Email Can Bring Them Back
Online stores are seeing record levels of traffic, yet many struggle to turn that traffic into actual sales. Despite efforts in SEO, paid ads, and social media, most visitors never complete a purchase.
This paradox highlights a fundamental flaw in many e-commerce funnels: a disconnect between product interest and checkout experience.
According to the Baymard Institute (2024), the average global cart abandonment rate is 70.19%. That means 7 out of 10 shoppers leave without buying. In industries like fashion, it can rise to over 80%.
These are not cold leads. Users who abandon carts often have high purchase intent—they just hit friction. Solving this requires both understanding why they leave and implementing structured recovery strategies.
Understanding Shopping Cart Abandoners
Many shoppers leave without completing their purchase, and there are a few common reasons that appear consistently in research. Identifying these reasons for Shopping cart abandoners helps businesses understand what interrupts the buying journey.
|
Reason |
Abandonment Share (Baymard, 2024) |
|
Extra costs too high |
47% |
|
Forced account creation |
25% |
|
Complicated/long checkout |
18% |
|
Lack of trust in payment process |
17% |
|
Website errors or crashes |
13% |
|
Delivery too slow or unclear |
16% |
|
No clear total price upfront |
18% |
Unexpected costs such as shipping or taxes are the number one reason shoppers abandon their carts. Others are discouraged by having to create an account or navigate a slow or confusing checkout. Even more leave when they aren’t confident in payment security or when delivery details are unclear.
Businesses can start fixing these issues by collecting qualitative feedback through exit-intent surveys and analyzing checkout behavior using tools like Google Analytics and Hotjar. Together, these tools show where users are dropping off and what needs to be improved.
The Power of Email in Post-Abandonment Recovery
Email is one of the most effective tools for recovering abandoned carts. It gives businesses a chance to reconnect with shoppers who have already expressed interest.
Why email works:
DTC brand "GreenShoes" implemented a 3-email recovery flow and reclaimed 12.8% of abandoned carts within 30 days, increasing their average order value (AOV) by €9.40.
Setting up a basic email sequence doesn’t require a complex setup. A simple flow might include two emails: the first sent one hour after abandonment, gently reminding the user of the products they left behind, and the second sent 24 hours later, adding urgency with a limited-time message or a small incentive. These types of reminders, especially when personalized, often deliver strong results.
Essential Elements of a High-Converting Recovery Email
A recovery email needs to persuade without pushing too hard. It should provide reassurance, clarity, and a clear next step.
Subject lines are the first thing users see. Examples like "Still thinking it over? Your cart is waiting." or "Don’t miss out: Items in your cart are almost gone!" can help increase open rates through a mix of curiosity and urgency.
Once opened, the body of the email should remind users what they left in their cart using product images and total price. Mentioning perks like free shipping or a return guarantee adds credibility. A prominent call-to-action button such as "Complete Purchase" should appear early in the email and again near the bottom.
Good layout also plays a role. Keep emails short, ideally under 150 words. Use a mobile-friendly design, around 600px wide, to ensure readability on phones. Clean spacing and bold CTAs improve click rates. Platforms like Klaviyo or Omnisend allow marketers to A/B test elements like subject lines, button colors, or incentive wording to continuously improve results.
Segmentation and Behavioral Targeting
Segmentation allows businesses to send more relevant messages by tailoring content based on user behavior and purchase history. This approach improves engagement and increases conversion chances.
|
Segment Type |
Example Criteria |
|
First-time visitor |
No purchase history |
|
High cart value |
Cart total > €150 |
|
Repeat customers |
Made ≥2 purchases previously |
|
Abandoned multiple times |
≥3 cart abandons in 60 days |
First-time visitors might need trust-building content, while high cart value users could respond well to incentives like free shipping. Repeat buyers expect a more personalized approach, and those who frequently abandon carts may benefit from a message that addresses indecision or provides additional support.
To implement this, create automated flows that trigger based on specific behaviors. For example, set a rule to offer free delivery only if the cart total exceeds €100. Use dynamic content blocks to show products left in the cart or suggest similar items.
A short personal note from the founder in high-value customer emails can also add a sense of connection. Syncing segments with Facebook or Instagram ads helps create a consistent experience across channels.
Beyond Discounts: Creative Incentives That Work
While discounts can encourage conversions, relying on them too much can damage a brand’s perceived value. There are alternative incentives that perform just as well without cutting into margins.
For example, a furniture retailer replaced a 10% discount with free delivery and a product care guide. As a result, conversion rates increased by 21%.
To keep incentive costs under control, use this formula:
Incentive Cost = (Cost per Conversion Incentive / Average Order Value) x 100
Staying under 10% helps protect profitability while still motivating users to complete their purchases. Creative offers can often outperform discounts by adding perceived value rather than reducing price.
Compliance and Respecting Privacy
Abandoned cart emails must follow privacy laws like the GDPR in Europe and the CAN-SPAM Act in the US. Respecting these guidelines ensures compliance and builds user trust.
Checklist:
Set up double opt-in when collecting email addresses. At checkout, include a checkbox with language like "I agree to receive reminder emails about my cart." Ensure that your email service provider maintains suppression lists and offers compliance tools. Proper privacy practices protect your brand and improve deliverability.
Measuring What Matters
Tracking performance is essential for optimizing recovery emails. Focus on metrics that show where users drop off or convert.
|
Metric |
What it Shows |
|
Open Rate |
Subject line effectiveness |
|
Click-Through Rate |
Email design and CTA strength |
|
Conversion Rate |
Final checkout performance |
|
Revenue per Email (RPE) |
ROI of the recovery sequence |
Use this formula to calculate revenue per email:
RPE = (Total Revenue from Recovery Flow) / (Total Emails Sent)
Platforms like Klaviyo or Google Data Studio help visualize these numbers in dashboards. Weekly reports make it easy to spot trends and identify what’s working. Small changes, like adjusting send times or rewriting a CTA, can often lead to measurable improvements.
Integrating Email with the Broader Customer Journey
Recovery emails are most effective when they’re part of a larger email lifecycle strategy. This ensures a smooth, consistent user experience from first touch to repeat purchase.
[Welcome] → [Browse Abandonment] → [Cart Abandonment] → [Thank You] → [Reactivation]
Each stage should reflect the brand's tone, visual style, and message. For example, if the welcome emails are friendly and casual, that same tone should appear in the cart abandonment series. Using personalized product suggestions and consistent visuals helps maintain user trust and increase engagement throughout the customer journey.
Conclusion: Turning Abandonment into Opportunity
Cart abandonment doesn’t mean a lost customer—it’s often just a pause in the buying journey. When brands take the time to understand where users drop off and why, they can turn hesitation into completed purchases with targeted and well-timed communication. Email is especially powerful in this context because it reaches users directly and can be tailored to their behavior and preferences.
The key is to keep the experience helpful and smooth. Instead of using pressure or aggressive tactics, businesses should focus on clear messaging, useful incentives, and removing obstacles from the checkout process. Even a simple two-step email sequence can make a noticeable difference.
For most businesses, the best way to start is with small, manageable steps: set up a basic recovery flow, track the results, and refine based on performance. There’s often untapped revenue in abandoned carts—and with the right approach, much of it can be recovered.
About the author: Harald Neuner
Harald Neuner is co-founder of ‘uptain’, the leading software solution for the recovery of shopping basket cancellations in the DACH region. He is particularly keen to provide small and medium-sized online shops with technologies that were previously only available to the big players in e-commerce. With ‘uptain’, he has been able to do just that.
Harald Neuner is co-founder of ‘uptain
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