An abandoned cart is a situation where a visitor adds a product to the cart but does not complete the order. The proportion of such carts is high in most online stores, and some of it is natural – people use the cart to set products aside or to compare. A substantial part, however, has a fixable cause. The most common ones are a delivery cost that only appears at the last step, compulsory registration, a missing preferred payment method, an unclear delivery time, or too long a form. The first step is to measure at which step people leave, and to fix that step; only then does it make sense to send reminder emails. These work best when they arrive quickly, contain the specific contents of the cart, and, instead of a discount, first remove doubt, for example with information about returning goods.
See also: Free Shipping, Returns and their cost, Response speed to inquiries.
