Many companies in the digital retail sector are familiar with the problem: interested visitors fill the shopping basket but leave the shop without completing a purchase. Winning back these so-called shopping basket abandoners is a key task in order to save lost sales and increase the conversion rate. Targeted measures can lead many of these visitors back into the purchasing process. Automated emails, retargeting and personalised offers are particularly effective here.
Winning back shopping basket abandoners: The most important strategies
Winning back shopping basket abandoners is not rocket science. With the right approaches, it is possible to reactivate many prospective customers. The most common methods are automated emails, retargeting campaigns and on-site pop-ups. Each of these measures can be individually adapted to maximise the chances of success.
Automated emails: the classic way
One of the most effective methods to win back shopping basket abandoners is the automated email. This message is triggered as soon as a visitor leaves the shopping basket without making a purchase. The email reminds them of the selected products and often offers a small incentive such as a discount or free shipping.
A practical example: A wine shop sends an email with the text: „Your favourite wines are still waiting - get free shipping today for orders over €60!“ The email contains the product images and a direct link to the shopping basket. This gently reminds the customer of their purchase and provides an additional incentive to finalise the purchase.
Another example: A fashion shop uses personalised emails that mention the customer's name and recommend similar products. The open rates are significantly higher because the message is personalised and provides relevant content.
A third example: an electronics shop informs the customer when stock of a product is low. This urgency motivates many to complete the purchase after all.
Retargeting: advertising that works
Retargeting is another effective method for winning back shopping basket abandoners. This involves placing adverts that show the exact products that the visitor had in their shopping basket. These adverts appear on other websites or in social media.
An example: A cosmetics shop uses Facebook Ads to address customers with the text „Forgot your favourite product? Now available again!“. The ad shows the product image and a link directly to the shopping basket. Many customers return and complete the purchase.
Another example: A furniture shop uses Google Display Ads to attract customers with special discounts. The ad is only shown to people who already have the product in their shopping basket. This makes the advert particularly relevant and effective.
A third example: A book shop uses retargeting to draw customers' attention to new bestsellers that match their interests. The advert contains a recommendation and a discount code that is only valid for a short time.
On-site pop-ups: immediate response
On-site pop-ups are another tool to win back shopping basket abandoners. These pop-ups appear when the visitor wants to leave the site. They often offer a discount or free shipping to complete the purchase after all.
An example: A shoe shop displays a pop-up with the text „Wait! Get 10 % off your purchase if you buy now.“ Many visitors take advantage of the offer and complete the purchase.
Another example: A grocery shop offers free shipping if the visitor makes a purchase within the next 24 hours. The pop-up appears immediately on leaving the site and motivates many people to complete the purchase after all.
A third example: A toy shop uses a pop-up that indicates the popularity of a product. The message reads: „This product is in high demand right now - secure your advantage now!“
Winning back shopping basket abandoners: Practical examples
Many companies report that they can win back a large proportion of their shopping basket abandoners with targeted measures. Personalised offers that are tailored to the customer's needs are particularly effective.
A fashion shop uses discounts to win over price-conscious customers. An electronics shop offers free shipping to make the purchase easier. A cosmetics shop uses retargeting to entice customers with special offers.
Frequency and timing are crucial. Many companies send several emails to win the customer back step by step. The first email reminds the customer of the shopping basket, the second offers a discount and the third informs them about stock levels.
The success rate is high if the measures are customised. Many customers report that they are motivated to complete the purchase after all through targeted communication and personalised offers.
BEST PRACTICE with one customer (name hidden due to NDA contract) An online shop for sporting goods relied on a combination of automated emails and retargeting. The emails contained personalised offers and product images. The retargeting adverts were placed on Facebook and Google. Within four weeks, the conversion rate increased by 25 %. Many customers returned and completed the purchase. The measures were continuously optimised to further increase the success rate.
My analysis
Winning back shopping basket abandoners is a key task for every online shop. Targeted measures can save many lost sales and increase the conversion rate. Automated emails, retargeting and on-site pop-ups are effective tools for guiding interested parties back into the purchasing process. The success rate is high if the measures are customised and tailored to the customer's needs.
iROI-Coaching supports companies in projects related to winning back shopping basket abandoners. We provide impetus, support implementation and assist with optimisation. Many clients report that they are able to increase their sales and strengthen their customer loyalty through targeted measures.
Further links from the text above:
What to do with shopping basket abandoners in the online shop?
Win back and reduce shopping basket abandoners
Retrieve shopping basket abandoners step by step
5 tips for reminder emails to win back shopping basket abandoners
Shopping basket abandonment: how can it be avoided?
Abandoned purchases: How to get shopping basket abandoners to ...
How to win back shopping basket abandoners
How to get „shopping basket abandoners“ back into your shop
Win back shopping basket abandoners with newsletters
Emotion and service: winning back shopping basket abandoners with the right incentives
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