How the abandoned baskets in your eshop will increase your turnover.


Understanding abandoned carts (abandoned carts)

Image of abandoned baskets from an eshop, with a loudspeaker and a magnet, sending messages via email marketing and digital remarketing campaigns to convince the user to complete their order.

In the dynamic world of e-commerce, where every click is a potential order, the problem of abandoned shopping carts remains something that troubles many eshop owners. These seemingly missed orders not only affect sales but also provide valuable insights into consumer behaviour. In this extensive analysis, we will deconstruct abandoned carts, highlight their importance, delve into real-life case studies with well-known businesses, and provide you with a plethora of digital marketing strategies to effectively recover these lost profits.

What are abandoned baskets

Simply put, an abandoned cart is when a potential customer adds products to their online shopping cart but leaves the site without completing the purchase. The reasons behind this can vary from unexpected distractions to concerns about security, shipping costs or complicated checkout process.

Why abandoned baskets matter

Abandoned carts represent more than just potential customers who left products in their cart without completing the ordering process. They are valuable data about customer behavior and potential places where they leave your eshop. Addressing the issue effectively can not only recover lost revenue, but also improve the overall user experience and boost customer loyalty.

Real cases

Case study 1: optimizing Amazon Checkout

In its ongoing customer-centric strategy, Amazon, the global e-commerce giant, has focused on optimising the checkout process. By reducing the number of steps and simplifying user actions, Amazon has seen a significant reduction in cart abandonment rates. The result? An easy and efficient checkout experience that contributed to increased customer satisfaction and increased sales.

Case study 2: personalization and refitting by Zappos

Zappos, the famous online footwear and clothing retailer, implemented a personalized retargeting strategy to address abandoned carts. By showcasing abandoned products in targeted ads and offering exclusive discounts, Zappos achieved a remarkable recovery rate of abandoned baskets. This study highlights the power of customized incentives to reignite customer interest and convert abandoned carts into completed orders.

Strategies for the recovery of abandoned baskets

An eshop visitor pushing his cart. Icons with magnetic lens, targeting, loudspeaker, payment card and finally completing the order by retrieving the abandoned cart online

Harness the power of email retargeting

Use personalised email reminders sent at the right time, reminding the user of the products left in their cart. Strategies include everything from simple reminders, highlighting the value the product gives the user, its usefulness, the business's trajectory over time and positive online reviews so they trust you and exclusive discounts or limited time offers to entice them to complete their purchase.

basket recovery strategies

Here, of course, the importance of the strategic email marketing that you will follow. The questions are many:

  • How long after how long will you send the user a reminder email about their cart?
  • Will you give an extra incentive to complete the order?
  • If so, when will you do it? In the first email? The third?
  • For all products and categories or will you limit it?
  • Regardless of basket value? Are you only interested in completing large orders?

And the answer to all of the above is.... We don't know! No one can know as every business and every industry has its own peculiarities. What you need to do is continuous A/B testing to see what works best for you. Some suggestions are to try sending the first email between 30 minutes and 2 hours. If you see that 2 hours works best, then you test between 2 and hours and so on. Remember though that you need at least 1000 sends per case to come to safe conclusions.


Use the retargeting ads on social media platforms. Use product carousels that include products that the user left behind and create compelling and personalized messages to reignite interest, motivating users to return to your eshop and complete their order.These campaigns not only include products that they put in their cart but also include products that they simply saw and did not take any other action on. These are users who have already shown interest in your products, so they are much more likely to return to your eshop and become customers.


Conduct a thorough analysis of your site's checkout process. Identify and fix potential problem areas, simplify the form and ensure a seamless and secure checkout process. A seamless, hassle-free checkout experience can significantly reduce abandonment rates. A very useful tool in this regard is the Hotjar, where you can monitor in detail the behaviour of users online.

exit intent and forms (on exit pop ups)

Mimic the strategy used by leading e-commerce brands, strategically exploiting the pop-up windows in the user's exit intent. Offer last-minute incentives, such as free shipping or exclusive discounts, to grab the attention of users who are one step away from leaving your eshop, effectively reducing potential lost sales.

Abandoned baskets are a puzzle waiting to be solved. By understanding the reasons behind cart abandonment and applying a multi-faceted approach to digital marketing, e-commerce businesses can turn potential revenue losses into a new source of turnover. So when a user abandons a cart, that's not where their journey ends. Instead, it's where it begins. It's a fantastic opportunity to strengthen relationships, improve strategies and come out winners. Implement all of these ideas, improve your approach and turn abandoned baskets into extra turnover each month for your eshop.

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