"`html
Digital commerce presents companies with a major challenge every day. Around 70 per cent of all shopping baskets are not completed[13]. This rate shows the enormous potential that lies in a well thought-out shopping basket abandonment reminder. Customers place products in their shopping trolleys and then disappear without a trace. But with targeted measures, you can get these valuable shoppers back.
Understanding the phenomenon of shopping basket abandonment
Shopping basket abandonment occurs when visitors add products to their online shopping basket[1]. They then leave the site without completing the purchase process[3]. This behaviour is completely normal and commonplace in e-commerce. This would be unusual in bricks-and-mortar retail. There, customers rarely simply abandon their full shopping trolleys.
The reasons for cancelling a purchase are many and varied[11]. Some buyers change their mind at short notice. Others find a better offer elsewhere. Technical problems, unexpected shipping costs or lack of time also play a role[13]. Sometimes the customer is simply distracted.
An intelligent shopping basket abandonment reminder makes clever use of this fact[1]. It discreetly reminds customers of their intention to buy. This allows you to win back lost sales and build customer confidence at the same time.
How frequent are shopping basket cancellations really?
Studies show alarming figures in online mail order[17]. Shopping basket cancellations are between 40 and 80 percent. On average, only 30 per cent of all shopping baskets are checked out[13]. In concrete terms, this means that two thirds of your potential sales are lost. This makes it clear why a shopping basket abandonment reminder is so important.
Mobile users abandon the site more often than average[9]. Slow loading times and poor user-friendliness contribute to this. Most abandoned shopping carts contain between one and three items[9]. This knowledge helps you to optimise your strategy.
The shopping basket cancellation reminder as a sales driver
A shopping basket cancellation reminder is targeted communication[1]. It is usually sent by email or SMS. The message reminds customers of their unfinished purchase[3]. This motivates them to return and finalise their purchase.
The effectiveness of this method is impressive. According to Experian, remarketing emails achieve an average open rate of 40.3 per cent[4]. This is significantly higher than with normal mailings. The reason is obvious: shopping basket reminders are much more relevant for recipients[4]. After all, they have already shown an interest in the product.
The right shopping basket cancellation reminder addresses precisely this relevance. It addresses customers by name. It refers to the specific products in the shopping basket. This creates the impression of a personalised message, not a mass advertisement.
Automated reminder emails as a success factor
Automated reminder emails are one of the most effective functions of modern shop systems[2]. Many plugins automatically send an email to customers who have cancelled the purchase process[2]. This automation brings the offer back to the customer's attention. It creates a renewed incentive to buy.
Shopify recommends sending the reminder email ten hours after the cart abandonment[13]. This period of time is long enough. The reminder does not seem urgent. It is short enough that the product has not yet been purchased elsewhere. The timing is therefore crucial for success.
The choice of time intervals for several reminders plays an important role[2]. The first message should be sent within a few hours of the cancellation[2]. Further reminders can follow after one day and one week[2]. A well-coordinated approach with well thought-out time intervals significantly increases the chances of success[2].
BEST PRACTICE with a customer (name hidden due to NDA contract): An e-commerce company implemented a three-stage shopping basket cancellation reminder system. The first email went out after four hours. It only contained a gentle reminder with the product image. The second followed after 24 hours with a five per cent discount code. The third message after three days emphasised the limited availability. The result: the recovery rate rose from two to nine per cent, which corresponded to an additional increase in turnover of around 35,000 euros per month.
Personalised approach in the shopping cart abandonment reminder
Personalisation is a key factor for success. The more personalised the communication, the higher the chances of success[2]. Modern plugins enable a customised approach with the customer's name[2]. They contain references to the specific products in the shopping basket[2].
Relevant content makes the difference. Relevant content results from the incentives that solve the problem of the purchase abandoner[10]. Depending on the reason for abandonment, a discount code, a service offer or a simple shopping basket reminder can be relevant[10]. The advantage is clear: you only offer discounts to the type of visitor who cancels due to price sensitivity[10].
Specific examples of personalised shopping cart abandonment reminders
A large online fashion retailer uses the shopping basket cancellation reminder as follows: The first email shows the forgotten item of clothing with the current stock status. The subject line reads „You've forgotten something, Anna“. Personalisation at first glance. The second email refers to a flash sale that applies precisely to this item.
An electronics shop takes a different approach. Its shopping basket abandonment reminder contains technical specifications and customer reviews. Relevant for tech-savvy shoppers. A shipping incentive follows with free shipping above a certain amount.
An online cosmetics shop focuses on benefits instead of discounts. The shopping basket cancellation reminder mentions fast delivery and free returns. Plus a free sample cosmetic with the next purchase. This tactic appeals emotionally.
BEST PRACTICE with a customer (name hidden due to NDA contract): A furniture retailer segmented its customers according to purchase history and reason for cancellation. New customers received a simple product reminder plus free shipping. Repeat buyers received a ten per cent loyalty discount. High-value customers received telephone customer support to clarify any questions. This segmentation led to a 47 per cent increase in the win-back rate.
Multi-channel approaches for shopping basket abandonment reminders
Email is not the only means. Modern strategies for shopping basket cancellation reminders use several channels. SMS messages reach customers immediately. Web push notifications also work after leaving the site[6]. Each channel has strengths and weaknesses.
SMS messages have an open rate of around 95 per cent[5]. This is significantly higher than emails. SMS has a more direct and urgent effect. However, it requires the customer's consent. The shopping basket cancellation reminder via SMS must therefore be short and snappy.
Web push notifications address users directly in the browser[6]. This works even if they have already left the website[6]. This technology is very modern. However, not all customers accept it. The balance is important so as not to appear annoying.
Exit-intent popups as part of the shopping basket cancellation reminder
Exit-intent pop-ups intercept visitors before they leave completely[9]. They offer a discount or free shipping[9]. These popups are an effective method of resolving shopping basket abandonment[9]. The shopping basket abandonment reminder works here in real time, not delayed.
An online bookshop uses exit-intent pop-ups with the text „Wait! Ten per cent off your next purchase“. A sporting goods shop offers free returns. A grocery shop offers free shipping for orders over 50 euros. Each pop-up responds to the reason for cancellation.
The effectiveness of this method is measurable. But be careful: overly aggressive pop-ups frustrate customers. They then have a counterproductive effect. The right balance between offer and intrusiveness is crucial.
Technical optimisation to avoid shopping basket abandonment
Not all shopping basket cancellations are due to a lack of interest. Technical problems are often the reason. A good user experience is therefore essential. This is the basis on which the shopping basket abandonment reminder is built.
Display product details and images in the shopping basket[4]. Provide a link to the product page[4]. Make it easier to delete and add products[4]. Make costs transparent, especially shipping[4]. These measures already reduce many cancellations.
Loading speed is crucial. Mobile users drop out when pages load slowly[9]. Minimise HTTP requests. Compress and optimise images[9]. Implement lazy loading for images[9]. These technical measures are fundamental.
Checkout optimisation as a prerequisite for shopping cart abandonment reminder
A complicated checkout leads to cancellations. Simplify the process drastically. Only request necessary information. Offer the option „Remember me“[9]. This saves customers from having to enter the same information again the next time they make a purchase.
Trust is important. Trust badges such as Trusted Shops or TÜV Süd reduce uncertainty[6]. They increase the conversion rate[6]. This is just as important as the shopping basket abandonment reminder itself.
BEST PRACTICE with a customer (name hidden due to NDA contract): A fashion retailer completely optimised its checkout. The process was reduced from eight to three steps. Although no explicit shopping basket abandonment reminder was implemented, the abandonment rate fell by 22 per cent. With an additional shopping basket abandonment reminder, it fell by a further nine per cent. This clearly shows the synergies between technology and marketing.
Content and messaging in the shopping basket cancellation reminder
The right message makes all the difference. A shopping basket cancellation reminder should not be intrusive[4]. It is perceived by the recipient more as information or a reminder[4]. Make specific reference to the items in the abandoned shopping basket[4].
Possibly send two or three reminder emails with different subjects[4]. According to Experian, this increases the chances of reaching shopping basket abandoners[4]. Each email can provide a different incentive.
Target, the big retail giant, uses the shopping basket cancellation reminder creatively[13]. An email informs customers about price reductions[13]. This is a strong incentive to complete the purchase[13]. The newsletter also suggests alternative products[13]. This is how Target makes optimum use of the email.
Discounts and incentives in the shopping basket cancellation reminder
A discount can help with the shopping basket cancellation reminder. However, this should be done strategically. Offer discounts only in the second or third email[4]. The first one can work without an incentive. This way you filter pure price cancellers from genuine prospects.
A voucher code makes urgency clear
Deutsch 
English (UK)