How to recover abandoned carts and increase conversions
A user visits a website, selects products, puts them in the shopping cart and then leaves the page without finalizing the purchase. It happens every day, millions of times: it’s the problem of the abandoned cart, a shopping process that is interrupted before payment confirmation and that directly affects eCommerce revenues, with abandonment rates that in some sectors exceed 85%. The phenomenon has different causes – unexpected costs, complicated checkout, lack of trust in the site or simple indecision – but fortunately it is not inevitable: it is in fact possible to recover abandoned carts and thus transform a loss into an opportunity, thanks to a structured and data-based approach that allows you to significantly reduce abandonment. Let’s explore all the techniques for recovering abandoned carts, with up-to-date data and practical solutions to encourage users to complete their purchase.
What is abandoned cart recovery?
Abandoned cart recovery is a set of techniques and strategies used by online stores to convince users who have left an incomplete order to return to the site and complete their purchase. It is based on targeted solutions that influence consumer behavior, combining marketing automation, remarketing and payment process optimization.
This practice has become essential in eCommerce: statistics show that on average more than 70% of shopping carts are abandoned, with even higher percentages in specific sectors. The good news is that most users who interrupt their purchase are not permanently lost, and a targeted and timely action can favor the recovery of a significant share of these customers, increasing their lifetime value and improving the conversion performance of the site.
The most effective strategies for recovery involve direct contact with the user through personalized emails, the use of targeted ads on social media and search engines, as well as structural improvements to the checkout experience. The goal is not only to recover a single sale, but to minimize the obstacles that lead to the interruption of the purchasing process, optimizing the overall conversion rate.
Significance and importance for eCommerce
Every abandoned shopping cart represents a potential lost sale. Every user who has gone through the initial stages of the customer journey, selecting products and placing them in the shopping cart, has already shown a concrete interest that makes them much closer to conversion than simple site visitors.
Without recovery strategies, these opportunities are lost, resulting in a direct reduction in revenue generation. Considering that the average eCommerce conversion rate is around 2-3%, being able to recover even just a part of the abandoned carts can have a significant impact on revenue. Furthermore, in very practical terms, not intervening with the decisive “push” means leaving room for the competition, a heresy in a panorama where the acquisition of a new customer has increasingly higher costs, as the customer retention strategies show us.
Implementing a recovery plan means improving profitability without having to constantly acquire new customers, optimizing the value of those who have already visited the site. According to the data, an effective strategy allows you to reconvert between 10% and 30% of lost shopping carts, depending on the sector and the techniques applied. This means that instead of focusing only on increasing traffic, it becomes possible to optimize conversions without increasing the advertising budget, thus maximizing the return on investment. Furthermore, this type of approach allows for a better understanding of the critical points in the purchase funnel, identifying the barriers that hinder the finalization of the order, thus optimizing the customer experience, strengthening the relationship with the customer and generating a positive effect on customer loyalty and recurring sales.
Difference between cart abandonment and checkout abandonment
At this point we need to make a quick digression: although they are often treated as synonyms, abandoning the cart and abandoning the checkout represent two different stages of the purchase interruption, with different motivations and recovery strategies.
Abandonment of the shopping cart occurs before the payment process begins. The user browses the site and adds products to the cart, but decides to postpone the purchase for various reasons such as comparing prices with other stores, using the shopping cart as a wish list or simply hesitating. In this phase the interest could still be uncertain, and the best tools to re-engage the customer include remarketing, personalized offers and automatic notifications to remind them of items in their shopping cart.
On the other hand, checkout abandonment occurs when the user has already started the payment process but does not complete it. In this case, the level of purchase intention is much higher, but something has interrupted the flow: unexpected costs, mandatory registration requirements, technical problems or inadequate payment options. Here it is essential to optimize the checkout funnel and use personalized recovery emails, perhaps with incentives such as free shipping or small discounts for those who complete the order within a certain period of time.
Understanding this distinction allows you to implement specific strategies for each type of situation, instead of applying generic solutions that may not be effective.
What are the factors that influence recovery
But beware: as we will see in more detail, not all abandoned shopping carts have the same probability of being recovered and the success of recovery strategies depends on a series of variables related to user behavior, product type and overall shopping experience.
One of the most important factors is the timing of the intervention: the faster you can contact the user after abandonment, the greater the probability of success. The data shows that an email sent within an hour of cart abandonment has a 50% higher conversion rate than an email sent after 24 hours.
The product category also plays an important role. In the fashion or technology sector, consumers may be inclined to change their minds quickly based on flash sales or alternatives found elsewhere. For these sectors, aggressive retargeting campaigns on social media and creating a sense of urgency can make the difference. In the luxury sector or in sectors where purchases are more carefully considered, trust in the brand is crucial, so tools such as reviews, quality guarantees and testimonials from other customers become more effective than the classic economic incentive. A user who is loyal to a brand is less inclined to abandon a purchase and more inclined to return to finalize it, and solid brand loyalty can be built through reserved offers, loyalty programs and targeted communication, resulting in a decisive factor in the recovery process.
Another key element is the average value of the shopping cart. If a user is buying an item for a few euros, they are probably not influenced by the same dynamics as someone considering a higher expense. In the first case, recovery can be as simple as a reminder email, while in the second it may be useful to provide direct assistance, for example with proactive chat or contact via WhatsApp to answer any questions.
This also ties in with another factor to consider: not all methods work in the same way. Emails have a higher conversion rate on average, while remarketing on social media is useful for stimulating broader interest, confirming the need to study strategies based on customer type and browsing behavior.
Why users abandon their cart: analysis of the main causes
Every abandoned shopping cart is the result of an interrupted shopping experience, and it’s up to us to understand what drives the user to give up on completing the order, the only way to reduce abandonment rates and improve the eCommerce conversion rate. An analysis of the causes shows that the reasons can be divided into three macro-categories: economic obstacles, navigation problems and psychological factors.
Economic barriers derive from unexpected costs that change the perception of the value of the offer, inducing the user to evaluate alternatives. The difficulties linked to the checkout, on the other hand, affect the fluidity of the purchasing process: forms that are too long, technical problems or inadequate payment methods contribute to the user losing interest in the decisive phase. Finally, elements of perception and psychology such as the sense of trust in the site or personal indecision can have a significant impact on the sales actually concluded.
Then there is a more general time factor: at certain times, such as the peak season, users accumulate products in their shopping carts without buying immediately, comparing prices and offers on several websites, and optimizing recovery in periods of strong seasonality can significantly improve conversions.
Financial obstacles: unexpected costs and economic barriers
One of the most common reasons for abandoning a shopping cart is the discrepancy between the price initially perceived and the final cost at checkout. Often additional taxes, high shipping costs or order handling fees are only shown in the last phase of the purchase, creating a negative surprise effect for the user.
Statistics show that almost half of users abandon their order when faced with unexpected costs, as the increase in price changes their assessment of the convenience of the product or service. Even if the extra cost is not high, the simple fact of not having been aware of it previously can generate a negative reaction, leading to the decision to suspend the purchase.
In addition to the total price, a critical element is the lack of transparency about shipping and return conditions. A customer who only finds out at the last moment that delivery times are too long or that the cost of return is high may perceive these aspects as additional risks, and decide not to finalize the order. A simple solution to start reducing the risk of abandonment? Clearly display all the information on the product page and during checkout, offering users an accurate forecast of the real costs of their purchase.
Long and complicated checkout
If the shopping cart is the point at which the user makes a purchase decision, the checkout is the phase in which this decision should materialize without obstacles. However, many eCommerce sites make the mistake of making this step excessively complex, even driving away users who are actually interested.
One of the main problems is the excessive number of mandatory fields to fill in. The longer the procedure, the greater the possibility that the customer will interrupt the process before completing the order. Studies show that reducing the number of steps required at checkout can increase the conversion rate by up to 35%. Eliminating forced registrations and allowing “guest checkout” makes it possible to shorten the process and encourage users to complete their purchase.
Another critical factor is the lack of attention to mobile optimization. Since a large proportion of online purchases are made from smartphones, a checkout experience that is not very smooth, with fields that are difficult to select or unintuitive navigation, can discourage users. To reduce abandonment, it is essential that the payment process is fast, responsive and simplified, regardless of the device used.
Security issues and user trust
E-commerce is based on trust: when a user has to enter personal data and payment information, any sign of unreliability can cause them to abandon the transaction. Data indicates that over 15% of users abandon a purchase because they do not trust the security of the site.
Poor design, a URL without HTTPS protocol or the absence of payment method certifications can contribute to this negative perception. To mitigate the problem it is essential to strengthen the credibility of the site: adding clearly visible security badges, highlighting payment certifications and integrating reviews from real customers helps to convince users of the seriousness of eCommerce.
In addition to payment security, transparency about return policies and warranties also has a direct impact on user confidence. A customer who doesn’t find clear information about refunds and any additional costs may feel insecure and decide not to finalize the purchase. Making this information clear and accessible, perhaps with well-structured FAQs and an easily reachable customer service, reduces the risk of abandonment due to doubts about after-sales service.
More generally, a well-structured online presence helps to reduce user uncertainty: elements such as a strong brand identity and a solid level of brand awareness build trust, thus encouraging the finalization of the purchase.
Other elements that increase the risk of abandonment
Digital consumers expect to be able to choose the payment method that is most convenient for them: if the available options are limited or do not include popular systems such as PayPal, Apple Pay or the most widely used credit card circuits, the risk of shopping cart abandonment increases significantly.
Data shows that 11% of users abandon a purchase due to an inadequate selection of payment methods, especially when it comes to mobile transactions. Some users prefer immediate payments with digital wallets, while others want to pay in installments with services such as Klarna or Scalapay. An eCommerce site that integrates different solutions can therefore reach a wider audience and limit losses related to this barrier.
Another common problem concerns bank authorization processes. If a payment is refused without a clear explanation or requires too many additional steps, the user may give up on the purchase. Offering a smooth experience from start to finish is essential to encourage conversion.
But not all shopping cart abandonment is due to technical or economic problems. In many cases, users leave items in their shopping cart simply due to a lack of urgency or because the decision-making process is not yet complete, especially for expensive product categories or purchases that are not strictly necessary. Online purchases also respond to different user needs, from primary needs to those more related to personal fulfillment, and applying the principles of Maslow’s pyramid can help understand what motivations influence purchasing choices and how to push users towards conversion.
Some users voluntarily use the shopping cart as a temporary wish list, a method to memorize a product and compare it later with offers from other shops. In other cases, daily experiences such as a phone call or an interruption while browsing can make the user forget to complete the order.
To counter these factors, strategies such as automatic reminder emails, “stock running low” alerts and limited-time offers can reactivate the intention to purchase, prompting the user to return to the site. The key is to leverage the psychology of the user, creating a sense of urgency without being intrusive.
Strategies for recovering abandoned carts
Let’s move on (finally!) to the practical aspects, keeping in mind a basic rule: recovering an abandoned cart means intervening at the right moment with the strategy best suited to the user’s behavior.
We have seen that there are many different reasons behind an incomplete purchase, and this implies that recovery must try to combine different techniques: targeted emails for direct re-engagement, remarketing and retargeting to keep attention high, exit popups to stop the user before they leave the site, and a review of the entire user experience to eliminate barriers at checkout.
Recovering the cart via email
Sending a strategic email after the cart has been abandoned is one of the most effective methods to convince the customer to return and complete the order. A well-structured email can recover between 10% and 30% of lost sales, depending on the sector and the personalization adopted. This tool works because the customer has already expressed interest in the products, but just needs an extra push to finalize the purchase.
The message must be carefully formulated, avoiding overly aggressive or promotional tones and focusing instead on a helpful and friendly approach. Each interaction must convey the concept that the product is still available and can be purchased with just a few clicks, without trying to “force” an immediate conversion.
Timing is crucial for the success of these recovery emails. Industry analysis shows that an email sent within an hour of abandonment has a 50% higher conversion rate than one sent 24 hours later, because the product and the user’s interest are still fresh in their mind.
However, a single message is rarely enough. A well-structured strategy involves at least three emails, with different content and tone. The first is a simple reminder of the shopping cart, with a quick link to complete the purchase. The second, sent after about twenty-four hours, can contain persuasive levers such as reviews or testimonials. If the user has not yet finalized the purchase, a third message can introduce an incentive, such as an exclusive discount or free shipping for a limited period.
How to structure and test an effective email
The effectiveness of a recovery email depends on its ability to capture attention and facilitate return to the site. The tone of voice must be direct and reassuring, emphasizing the advantages of finalizing the order without creating pressure. The format also plays a key role: the text must be legible on both desktop and mobile devices, with a clear structure and a clearly visible call-to-action button.
Some recurring elements in the most effective emails include the user’s name or personalized references to the products left in their shopping cart, high-quality images to reinforce the visual appeal of the offer, and a reminder of limited availability to create a sense of urgency without seeming artificial. The use of cognitive levers of neuromarketing in recovery emails, such as social proof and the scarcity principle, increases the reader’s involvement and stimulates the purchase decision.
However, we must remember that there is no single formula that guarantees the optimal recovery of abandoned carts, and that is why A/B testing is an indispensable practice for identifying the most effective configurations. Various combinations of subject, content and timing can be tried to identify which elements generate the highest number of conversions.
Personalizing messages based on user behavior can make all the difference. Those who have visited the site several times without completing the order could receive an email with a more targeted incentive, while those who have already interacted with previous communications could be persuaded using more emotional messages based on the value of the product.
Remarketing and retargeting to recover abandoned carts
Emails are not the only tool for bringing users back to the checkout. Remarketing through targeted ads on Facebook, Google and other platforms allows you to intercept those who have abandoned their carts, offering them personalized messages while they browse other sites or social networks.
This system is particularly effective for users who did not leave an email address during the purchase process. Showing them the products they viewed again creates a continuity that strengthens the interest and increases the chances of completing the order.
The success of a remarketing campaign depends on the correct implementation of tracking tools: using the Facebook pixel or dynamic ads on Google Ads allows you to follow the user’s behavior in detail, segmenting ads based on previous interactions.
This approach allows you to differentiate your advertising messages: users who have only viewed a product can receive a generic ad, while those who have added it to their cart without purchasing it can see a specific creative that encourages them to complete the order. A good remarketing ad must maintain a strong link with the context in which the customer interrupted the purchase process. Showing the product left in the shopping cart again, with a message designed to remove any resistance to the purchase, increases the likelihood of conversion. Quality visuals, short but punchy texts and clear references to any active promotions help improve the performance of the ad. Some campaigns include timers for time-limited promotions, reinforcing the sense of urgency without being overly insistent.
Exit-intent popups and real-time incentives
Many users leave a site without having definitively decided to abandon their purchase, and intercepting their exit intent with a strategic popup can provide the necessary stimulus to retain them.
These popups are activated when the cursor approaches the close button or the URL bar, offering an immediate reason to stay. The most effective solutions offer discounts that can be applied instantly, promotions on free shipping or direct chat assistance to resolve any doubts.
These tools should be used with moderation, avoiding invasive interruptions that worsen the user experience. When well-calibrated, however, they can significantly reduce the abandonment rate.
Even in this case, however, there is one aspect to remember: identifying and correcting the critical issues of the site is essential to minimize abandonments before they even occur. Clear navigation, fast loading and simple checkout are all determining factors. Carrying out a SWOT analysis on the checkout process allows you to understand which critical points need optimizing, identifying obstacles, threats and opportunities to build a more fluid and less frustrating user experience.
In concrete terms, reducing the number of steps required for payment, ensuring an optimized layout that is also suitable for mobile devices, and offering diversified payment methods helps to make the process more intuitive. A heuristic evaluation of the experience allows you to identify obstacles that can lead to abandonment, and usability testing methods help to eliminate friction in the process. A smooth and obstacle-free checkout is often the simplest and most effective solution to reduce the number of abandoned carts, significantly improving conversions without the need for external incentives.
Tools and software for recovering abandoned carts
In short: we have seen why to work on recovery and also how to do it, but there is still an important piece missing in order to implement effective strategies. That is, it is necessary to know (and use) appropriate tools to automate the process and maximize the effectiveness of re-engagement actions: from email marketing platforms to retargeting advertising tools, the market offers advanced solutions that allow you to intercept users who have abandoned their cart and bring them back to the site at the most opportune moment.
The main categories of tools include software for email automation, which allows you to send personalized messages based on user interaction, and retargeting and advertising platforms, useful for showing dynamic ads to those who have already visited the site. Integrating these tools allows you to build an effective system to reduce the abandonment rate and improve conversions.
Email automation software
We’ve said it before: recovery emails are among the most effective strategies for bringing users back to purchase, but it would be impossible to manage the sending of personalized messages for each abandoned cart manually. For this reason, the use of specialized software allows you to automate the process, segmenting users and sending them targeted communications based on their behavior.
Among the most used platforms are Mailchimp, Klaviyo and ActiveCampaign, three advanced solutions that offer automation, tracking and analysis tools, facilitating the recovery of carts on a small and large scale.
Mailchimp is one of the best-known platforms in email marketing, particularly suitable for those who manage a small or medium-sized eCommerce business. It allows you to create automated workflows, set up email sequences for recovery and customize messages based on user actions. Thanks to the predefined templates, even those with no experience can easily configure effective campaigns.
Klaviyo is specifically designed for eCommerce and is integrated with platforms such as Shopify, WooCommerce and Magento. It offers advanced segmentation features, allowing you to send highly personalized emails based on user behavior. Real-time data allows you to quickly test different strategies and improve your performance in recovering abandoned carts.
ActiveCampaign is a powerful software that combines advanced automation and customer relationship management. It is ideal for those who want to go beyond simple recovery emails, creating personalized marketing flows that include emails, text messages and push notifications. Thanks to predictive algorithms, it helps identify the best times to contact users, thus optimizing the conversion rate.
Retargeting and advertising tools
When a user abandons their shopping cart without completing their purchase, automatic emails only work if the customer has left their contact details. But what happens if a visitor browses the site, adds a product to their shopping cart and then leaves without entering their details? In these cases, retargeting advertising comes into play, allowing you to show targeted ads to users who have shown interest but have not finalized the purchase.
The three most effective tools for dynamic retargeting are Google Ads, Facebook Ads and Criteo, which offer solutions to show users exactly the products they had viewed or added to their cart.
Google Ads allows you to use dynamic display ads that adapt to the products viewed by the user and are shown on thousands of sites on the Google Display Network. Through dynamic remarketing, it is possible to create personalized ads that include images, prices and specific details of the products left in the shopping cart. This approach increases the likelihood that the user will return to the site to complete the purchase.
Facebook and Instagram Ads offer advanced tools for retargeting thanks to the integration of the Facebook Pixel. This system tracks user behavior and allows you to create custom audiences to show specific ads to. Dynamic ads on Facebook and Instagram, which show products that the user has previously viewed, are among the forms of retargeting with the highest conversion rate, thanks to the high level of personalization and the ability to reach the user in the context in which they interact the most.
Criteo is a platform specialized in personalized retargeting on a large scale. Thanks to its advanced algorithms, it is able to identify users’ purchase intentions and generate extremely targeted ads, which are distributed on various advertising networks and partner websites. This tool is particularly useful for e-commerce companies operating in international markets, as it allows them to expand their reach without having to manage campaigns on individual platforms.
Warning: the effective implementation of these tools requires accurate audience segmentation and messages that attract the user without being intrusive. Only a balance between personalization, frequency of exposure and variety in advertising content allows you to obtain results without generating a negative perception on the part of the user.
KPIs and metrics to measure the effectiveness of cart recovery
But what should we be focusing on to understand if the recovery strategies are working or if it’s a complete waste of time? Recovering abandoned carts also has its own Key Performance Indicators, through which we can evaluate the effectiveness of the activities, optimizing the entire process based on data rather than on simple assumptions.
The main metrics to analyze include the cart abandonment rate, which measures the percentage of interrupted purchases, and the cart recovery rate, which indicates how effective the recovery is. The open rate and conversion rate of emails provide indications on the re-engagement capacity of communications, while the ROI of remarketing and advertising campaigns helps to understand the relationship between investments and actual results.
Cart abandonment rate and cart recovery rate
The first figure to monitor in a recovery strategy is the cart abandonment rate, i.e. the percentage of users who leave the cart without completing the payment. It is calculated by dividing the number of abandoned carts by the total number of sessions in which products were added to the cart, and multiplying the result by 100.
- Cart abandonment rate formula
(1 – (number of completed transactions / total number of carts created)) × 100
where 1 represents 100% of the shopping carts activated on the site, from which we subtract the number of sales actually completed divided by the total number of sessions in which a user added at least one product to the shopping cart, multiplying the result by 100 to obtain the percentage of abandoned shopping carts.
An example makes it clearer: if out of 1,000 carts created, only 300 actually turn into purchases, we will calculate
(1 – (300 ÷ 1,000)) × 100 = (1 – 0.3) × 100 = 70% cart abandonment.
The data shows that the average rate of cart abandonment is around 70%, with variations depending on the sector. Understanding this value is essential because it allows you to estimate the actual loss of conversions and identify the causes of abandonment.
Alongside this is the cart recovery rate, which measures how many users are effectively recovered through re-engagement strategies. It is calculated by dividing the number of purchases made after a recovery action by the total number of abandoned carts.
- Cart recovery rate formula
(number of recovered transactions / total number of abandoned carts) × 100
Then divide the number of abandoned carts that were turned into sales thanks to the recovery strategies by the total number of users who left the site without completing their purchase.
For example, if 150 carts are recovered out of 1,000 abandoned, we have
(150 ÷ 1,000) × 100 = 15% recovery rate.
An effective recovery rate varies according to the sector and the tools used, but generally it is between 10% and 30%. If this percentage is too low, it means that the strategies adopted are not working and need to be optimized.
Open rate and conversion rate of recovery emails
Recovery emails are one of the most used tools to win back users who have abandoned their cart, but their effectiveness depends on the open rate and the ability to generate actual sales.
The open rate measures the percentage of users who open the recovery email compared to those who received it. It is calculated by dividing the number of openings by the total number of emails sent and multiplying by 100.
- Open rate formula
(number of emails opened / total number of emails sent) × 100
then divide the number of users who actually opened the message to recover the cart by the total number of emails sent to recover it.
For example, if 400 emails are opened out of 1,000 sent, we will have
(400 ÷ 1,000) × 100 = 40% open rate.
The average open rate for cart recovery emails is around 40-45%, which is significantly higher than the average for traditional marketing emails. If this value is too low, it may be necessary to optimize the subject line of the email or improve audience segmentation.
The email conversion rate measures the percentage of users who complete a purchase after clicking on a recovery email. The calculation is based on the number of orders generated by the campaign, compared to the total number of emails sent.
Email conversion rate formula
(number of sales generated by emails / total number of emails sent) × 100
then divide the number of purchases made thanks to the recovery email by the total number of emails sent for recovery.
For example, if 50 purchases were made after 1,000 emails were sent, the result will be
(50 ÷ 1,000) × 100 = 5% conversion rate.
The data shows that the conversion rate of emails to recover carts can vary between 5% and 15%, depending on the sector and the quality of the strategy applied. An insufficient value can derive from messages that are not incisive enough, call-to-actions that are not very visible or purchasing processes that are still too complicated.
Optimizing these two values doesn’t only concern the content of the email, but also external factors such as the time of sending, the presence of an incentive and the fluidity of the payment process once the user returns to the site.
ROI of remarketing and advertising campaigns
Remarketing and retargeting strategies on Google, Facebook or other advertising platforms help bring back to the site users who have abandoned their shopping cart, but their value is also measured in terms of return on investment.
- Formula for ROI
(net profit/cost of the campaign) × 100
where the net profit is the difference between the revenue generated and the cost incurred for the campaign, divided by the “cost of the campaign”, i.e. the total amount spent on the advertising investment. The resulting value indicates how much was earned for every euro spent, expressed as a percentage
For example, if a campaign generated €10,000 in sales with an advertising cost of €2,000, the formula will tell us that
((10,000 – 2,000) ÷ 2,000) × 100 = (8,000 ÷ 2,000) × 100 = 400% ROI.
A positive ROI indicates that remarketing campaigns are generating profits that exceed advertising investments, while a negative ROI suggests that ad spending exceeds the revenues obtained. An adequate value varies depending on the sector, but in general an ROI between 400% and 800% is considered satisfactory.
For a more detailed analysis, in addition to ROI, you should also consider ROAS (Return on Ad Spend), which directly measures the ratio between advertising expenditure and revenue generated by the ads. Knowing both values helps you make more informed decisions about the allocation of your advertising budget.
- ROAS formula
(revenue generated by the ads / advertising expenditure) × 100
where we divide the revenue obtained directly from the advertising campaign by the total cost of advertising, multiplying by one hundred to obtain the percentage of euros earned for every euro invested in advertising.
For example, if an advertising campaign generated 5,000 euros in sales with an investment of 1,000 euros, the result is
(5,000 ÷ 1,000) × 100 = 500% ROAS.
If the ROAS is too low, it means that the ads are not converting efficiently and that changes in the copy, targeting or bidding strategy may be necessary.
In addition to these financial indicators, to measure the effectiveness of remarketing campaigns it is also useful to analyze the CTR (click-through rate) of the ads, which indicates how many users click on the ad compared to how many see it, and the post-click conversion rate, to find out how many users who interact with the ad actually finalize the purchase.
Recovering abandoned carts: frequently asked questions
Recovering abandoned carts is a strategy that combines marketing, analysis of user behavior and optimization of the shopping experience. The reasons behind the interruption of an order can vary, and consequently also the most effective methods to bring users back to the site.
In this section, we answer the most common questions about timing, strategies and tools to maximize recovery rates and improve eCommerce conversions.
- How long does it take to recover an abandoned cart?
Recovery can take place within a few hours or several days, depending on the strategy adopted. Recovery emails sent within an hour of abandonment have the best conversion rate, while remarketing through ads can bring the user back to the site even after several days. The data shows that most recovered sales occur within the first 48 hours, progressively reducing over time.
- What percentage of abandoned carts can be recovered?
On average, effective recovery strategies allow for between 10% and 30% of abandoned carts to be recovered, but the exact value depends on the sector and the techniques used. Well-optimized emails can achieve a conversion rate of 15% or more, while retargeting campaigns can further increase the recovery rate, especially for products with a high average cart value.
- Which software is recommended for automating cart recovery?
Among the most used tools we find:
- Mailchimp and Klaviyo for the automation of recovery emails with advanced segmentation, also useful for lead generation, enriching the user database for future targeted marketing actions.
- ActiveCampaign to combine emails, SMS and personalized notifications.
- Google Ads and Facebook Ads for targeted retargeting.
- Criteo for dynamic campaigns based on user behavior.
- OptinMonster and Justuno to implement exit popups with personalized offers.
Integrating these tools allows you to automate recovery actions and increase the likelihood of conversion without manual intervention.
- Do recovery emails really work?
Yes, recovery emails are among the most effective strategies for bringing users back to the site. With an average open rate of over 40% and a conversion rate that can reach 15%, they represent an essential channel for reactivating users. The key to success is a combination of the right timing, personalization and persuasive messages that remove any obstacles to purchase.
- What is the ideal timing for sending a recovery email?
The first email should be sent within an hour of abandonment, because that’s when the customer’s interest is still high. A second email can be sent between 24 and 48 hours later, reminding the user of the products left in the cart. If the purchase has not been completed, a third email within 3-5 days can include an incentive, such as a discount or free shipping, to increase the chances of conversion.
- How to prevent emails from ending up in spam?
To improve email delivery and reduce the risk of ending up in spam, it is important to:
- Use a verified domain (avoid generic senders such as Gmail or Yahoo).
- Avoid trigger words that spam filters flag as promotional (free, special offer, click here).
- Personalize the content with the user’s name and order details to make it more relevant.
- Maintain a good ratio between text and images to improve the readability of the email from the point of view of the filtering algorithms.
- Allow users to update their communication preferences, providing a clear option to unsubscribe if they no longer wish to receive emails.
- How can you personalize the message to make it more effective?
Personalization is essential to improve conversions. A generic email may not be enough, while a targeted message can make all the difference. Some personalization techniques include:
- Use the user’s name to make the communication more direct.
- Show the specific products that the user has left in the cart, with images and a short description.
- Add reviews or testimonials to increase confidence in the product.
- Offer a targeted incentive, such as an exclusive discount code or time-limited free shipping.
- Use dynamic text that adapts to customer behavior (for example: Were you considering this product? It’s still waiting for you in your cart!).
- Is it useful to offer discounts or incentives to recover the cart?
Incentives can be very effective, but they should be used carefully to avoid creating false expectations in customers. Offering discounts on purchases already planned can reduce the profit margin unnecessarily. However, in specific cases, offers can increase conversions:
- Temporary discount for urgency: “Complete your order in the next 24 hours and get 10% off”.
- Free shipping to reduce the financial obstacle.
- Free gift on orders above a certain threshold, to encourage additional purchases.
An A/B test can help you understand which incentives work best and if they really improve the final result without excessively eroding the margin.
- What are the best retargeting strategies?
Retargeting allows you to show personalized ads to users who have visited the site without completing the purchase. The most effective strategies include:
- Dynamic ads on Facebook and Instagram that show the user the same products left in their shopping cart.
- Google Ads Remarketing, which shows the products again on partner sites and in the display network.
- Audience segmentation, adapting the ads based on user behavior (for example, those who have visited the site several times without buying receive a different message from those who abandoned the checkout at the last step).
- How can the effectiveness of recovery strategies be monitored?
Performance monitoring is essential to evaluate the effectiveness of recovery strategies. The main KPIs to keep an eye on include:
- Cart recovery rate, which measures the percentage of carts recovered thanks to the strategies implemented.
- Open rate and click-through rate of recovery emails, to verify user engagement.
- Conversion rate of emails and advertisements, to understand how many users who interact with the messages actually return to make a purchase.
- ROI of remarketing campaigns, to verify if the invested budget generates a positive return in terms of sales.
Optimizing these aspects on an ongoing basis allows you to progressively reduce the abandonment rate, improve the conversion rate and make the entire purchase funnel more efficient.
