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5 Easy Strategies for Turning Abandoned Shopping Carts Into Conversions

abandoned shopping carts

The average rate of cart abandonment is 68.06%, according to a Baymard Institute report from Sept 2014.  Of course, these incomplete conversions are inevitable in eCommerce to some degree, and can’t be avoided entirely. There are, however, some effective strategies that you can implement to convert some of those abandoned shopping carts into completed sales and increased revenue for your eCommerce business.

1. Visible and Hassle Free Return Policy

Make sure that the link to your return policy is noticeable and obvious to your customer on each product page. Many customers will hesitate to complete a purchase if they are unclear about the terms for returning items purchased from your site, especially when it comes to size-specific products such as clothing. It is also important to make your return policy as hassle free and accommodating as possible. You may even consider offering free return shipping. The less risk involved in ordering products online, the more likely customers will be to continue all the way through the checkout process.

2. No Surprises – Shipping and Handling

Make sure to let your customer know as quickly in the process as possible what they can expect to pay for shipping and handling. One of the main reasons that a potential customer will abandon an order on your site is higher than expected fees for shipping. If it is feasible, consider offering free shipping, or perhaps eliminating handling fees. If not, be sure to show the customer what these fees will be upfront.

3. Capture Contact Info

When structuring the checkout process for your store, it is best to ask customers for their email early on in the process, preferably as a first step. This will allow you to contact the customer via e-mail, or even via phone (when applicable), in order to followup on their incomplete orders.

4. Automated E-Mails

abandoned-screen

SearchFit’s platform will allow you to view abandoned orders, and can be set up to send automated e-mails to potential customers who have abandoned their carts. This followup e-mail should include contact information for your store’s customer service (e-mail and/or phone number), a friendly but non-aggressive message reminding the customer that their order is still waiting for them, and a link to revisit their unfinished cart. Let the customer know that if they have any questions or would like additional information about the products, you will be happy to assist.

Another effective strategy when using automated cart abandonment e-mails is to include a special offer, such as a discount or a free bonus item, if they choose to complete their purchase.

5. Personalized Followup

In some instances, it may be appropriate to follow up personally, via phone or e-mail, with a customer who has abandoned their cart. Of course, this is not applicable in all cases, as you do not want to make your customers feel pressured or harassed into purchasing. This technique may be effective if you see an abandoned cart created by a loyal, return customer. If you have a familiarity with the customer, they may appreciate hearing from you directly, and perhaps you will be able to answer any questions or concerns that may have been keeping them from completing their purchase. Another instance where this technique may be effective is for orders with higher price-points, a high shipping price, or overseas orders.

If you see an abandoned cart with a high shipping rate, and you feel it would be feasible to lower the rate in order to get the conversion, try offering this to the customer. They may want to complete their order, and could become a loyal customer because of your exceptional customer service.


We’d love to hear your feedback on our tips for decreasing abandoned shopping carts, and any additional techniques that have been successful for your eCommerce business.

Gabe Garcia

Gabe Garcia

Since 2008, Gabe Garcia has been serving various roles at Searchfit from SEO practitioner, eCommerce and SEM campaign manager, and project manager. Prior to this experience, he marketed international micro-financial tools and money transfer services to Latin American governments and organizations. In his spare time, he enjoys 26 mile runs, endurance sports and other various painful sporting events such as golf.

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