Your Shopping Bag Has Abandonment Issues

I’ll admit it. I love to online shop. It’s the ultimate form of window shopping. I can type in a URL, cruise my way through the pages, and maybe even buy something. But most of the time, I’ll add a few items to my cart, eyeball the total adding up, panic and jump ship. And I’m not the only one. According to a report by the Baymard Institute, “Shopping cart abandonment is increasing, and it will continue to do so as more consumers shift to online and mobile shopping. In 2013, as many as 74% of online shopping carts were abandoned by shoppers, according to data shared with BI Intelligence by e-commerce data company, Barilliance. That abandonment rate is up from 72% in 2012, and 69% in 2011.”

Lately, however, I’ve noticed that a few of my guilty pleasure online shops have been reaching back out to me after I’ve abandoned my full cart. While recently doing some shopping on Old Navy, I added a few items to my cart, got distracted, and turned my computer off. A few hours later, I received the following email.


The follow-up email after identifying an abandoned shopping cart has become more prevalent in recent years, in addition to other strategic methods. The following infographic from Monetate spreads some of this same gospel.

Remarketing is another critical component to reducing shopping cart abandonment. According to AdWords, “Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.” It looks a little something like this:


With these tips in mind, your ecommerce site won’t need any kind of therapy for its abandonment issues!

Your Shopping Bag Has Abandonment Issues

One thought on “Your Shopping Bag Has Abandonment Issues

  1. Hi Patricia –

    I am not quite sure my other comment freaked out but feel free to delete! Haha. When reading the headline to this post, I was instantly intrigued. Then your opening sentences sound exactly like me! Online shopping is one of my guiltiest pleasures knowing I can browse all day long for items I like or want and then with just a couple simple clicks it can be on the way to my house just like that. I am like you though, when the price starts to jump, I start questioning if I really need this or that or the other thing. I then just kind of exit my screen and move on.

    I think shopping cart abandonment is a big deal in today’s digital shopping culture as almost everyone I know does it. The email Old Navy sent you after you left items in their cart is becoming a very common practice indeed. I see these all the time now and even emails gesturing me to come back to the site even if I didn’t have anything in the cart. They send me an exclusive offer or an extra percentage off to check out now. Really, just by waving a small extra percentage off, I wonder how many sales convert from these simple emails? It really would be interesting to know.

    Retargeting is also a great way to subtly get buyers back to your site. All of these techniques are so simple, yet really do hold an impact over each and every consumer!

    Great read.

    – Kels


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