What’s common between ‘Customer’ and ‘Customer Journey’?

‍It’s the Customer. And even if you optimise their journey to the 1000th decimal point, there’ll come a point where they miss something in you.

‍We know it’s all about the customer’s experience on your platform. 

To make you realise how cart abandonment is a great outcome of a bad customer journey, let us show you the real number -An astonishing 69.5% of online shoppers leave their carts without completing their purchases, as reported by the Baymard Institute.

So today, let us help you with ways that can help you in Abandoned Cart Recovery.

Why Do Shoppers Abandon Their Shopping Carts?

Abandoned carts are one of the biggest challenges for e-commerce businesses, where shoppers add products to their carts but leave without completing the purchase. The global cart abandonment rate averages between 60-80%, indicating a significant loss of potential revenue. Understanding why customers abandon their carts is essential to create strategies to prevent it.

Common Reasons Shoppers Abandon Carts

1. Unexpected Shipping Costs
   • Additional shipping fees or taxes during checkout discourage many customers from completing the purchase.
2. Complicated Checkout Process
   • Long or confusing checkout forms can frustrate users, leading them to abandon their carts.
3. Mandatory Account Creation
   • Many shoppers prefer a guest checkout option. Forcing users to register can result in cart abandonment.
4. Security Concerns
   • Shoppers may abandon carts if they don’t trust the payment gateway or feel their data isn’t secure.
5. Slow Website Performance
   • Slow page loads or technical issues during checkout can disrupt the buying process.
6. Price Comparisons
   • Some users abandon carts to compare prices on other platforms before making a final decision.
7. Lack of Payment Options
   • Limited payment methods can deter customers who prefer specific options like PayPal, credit cards, or BNPL (Buy Now, Pay Later).
8. Unclear Return Policy
   • If the return or refund policy is unclear or unsatisfactory, customers may hesitate to buy.

How to Calculate the Abandoned Cart Rate & Set Benchmarks

Calculating your cart abandonment rate helps assess how effectively your store converts visitors into buyers. Here’s how to calculate it:

Formula for Cart Abandonment Rate

Abandoned Cart Rate=(Total Carts AbandonedTotal Carts Created)×100\text{Abandoned Cart Rate} = \left( \frac{\text{Total Carts Abandoned}}{\text{Total Carts Created}} \right) \times 100Abandoned Cart Rate=(Total Carts CreatedTotal Carts Abandoned​)×100

For example, if 1,000 users added items to their carts and 300 completed their purchases, the cart abandonment rate would be:

(7001,000)×100=70%\left( \frac{700}{1,000} \right) \times 100 = 70\%(1,000700​)×100=70%

Industry Benchmarks

• Retail and Fashion: ~70-75%
• Travel and Tourism: ~80%
• Digital Products: ~60%

A good abandoned cart rate depends on your industry. Setting realistic benchmarks allows you to track improvements over time and optimise accordingly.

What is a Good Abandoned Cart Recovery Rate?

A cart recovery rate measures the percentage of abandoned carts converted into completed purchases through recovery campaigns. Here’s how to calculate it:

Formula for Recovery Rate

Recovery Rate=(Recovered CartsTotal Abandoned Carts)×100\text{Recovery Rate} = \left( \frac{\text{Recovered Carts}}{\text{Total Abandoned Carts}} \right) \times 100Recovery Rate=(Total Abandoned CartsRecovered Carts​)×100

A good recovery rate varies by industry, but 15-30% is considered a healthy range. With the right marketing techniques, businesses can significantly boost this rate.

Marketing Techniques to Reduce Cart Abandonment

Implementing effective strategies can help reduce cart abandonment and recover lost sales. Below are some proven techniques:

1. Optimise the Checkout Process
   • Minimise the number of steps and offer guest checkout to make it easy for customers to complete purchases.
2. Offer Free Shipping
   • If possible, offer free shipping or highlight delivery costs early in the process to avoid surprises at checkout.
3. Use Abandoned Cart Emails
   • Send follow-up emails within 1-2 hours after abandonment, reminding customers to complete their purchase.
4. Provide Incentives or Discounts
   • Offer time-limited discounts or free gifts as incentives to encourage buyers to return to their carts.
5. Leverage Exit-Intent Popups
   • Use popups to offer discounts or capture email addresses when users show intent to leave the site.
6. Add Multiple Payment Options
   • Include popular payment methods like credit cards, PayPal, and Buy Now, Pay Later options to accommodate diverse preferences.
7. Show Trust Badges and Security Seals

Display trust badges and secure payment icons to reassure customers about the safety of their transactions.

How to Write a Perfect Abandoned Cart Email

An abandoned cart email is a powerful tool to re-engage customers and recover lost sales. Here’s how to write the perfect email:

1. Craft an Attention-Grabbing Subject Line

• Use personalisation and urgency:
  • "Oops, you forgot something in your cart, [Name]!"
  • "Your items are selling fast – complete your purchase now!"

2. Use Personalisation

• Include the customer’s name and list the items left in the cart to remind them of their interest.

3. Offer an Incentive

• Provide a discount or free shipping as an added incentive
  • "Use code SAVE10 to get 10% off your order!"

4. Include a Clear Call-to-Action (CTA)

• Use bold buttons like "Complete My Order" or "Return to Cart" to encourage action.

5. Create a Sense of Urgency

• Remind customers that their cart won’t last forever:
  • "Your cart will expire soon—grab your items before they’re gone!"

6. Follow-Up with Multiple Emails

Send a series of 2-3 emails over 24-48 hours, increasing urgency in each message.

Abandoned Cart Recovery

Stage III - After Cart is Abandoned

This is Stage 3 of drop-off, the final stage, where consumers got so close to a purchase but didn’t make a purchase due internal or external factors. Identifying and personalising communication from there-on is how you reduce ecommerce abandoned checkout rates and recover those carts

Top Abandoned cart recovery Easy Strategies

1. POP UP REMINDER

‍Install cart ^saver triggers for a returning user.
Users may abandon the cart, but brands can show a notification during the next session, drawing attention to items they left in the cart.

By immediately returning the session to context by showcasing the abandoned items, users are reminded of what they missed, and the customer care provided.
‍This is ideal for busy users, those who leave due to unexpected calls, wi-fi interruptions etc.

‍Example Message: 

“Hey, you added items to 🛒 last visit, want to continue where you left off?”

2. CART ABANDONMENT ADS

‍Enhance the relevancy of your recovery campaigns, as well as your ROI by simply serving a CTA button to return a user to their cart.
‍This can also be carried out on various platforms.

‍Example Message: 

“We want you back. This is how much we want you - 15% off Coupon”

3. WELCOME BACK REMINDER

‍Show your cheerful side, greet a returning user by reminding them of their full cart, and also present the various affiliated offerings/discounts along with it.

‍Example Message: 

“Hey, Welcome Back! You missed the below offers

4. FLOATING CART

‍The floating 🛒 button on screen constantly reminds users that they have items ready to checkout - urging them to add more items or purchase existing items.

5. CUSTOMER CARE

‍Customer service plays a huge role in cart recovery too, obviously.
78% of consumers have bailed on a transaction or not made the purchase because of poor service experience

>74% of consumers have cited good customer service as one of the reasons they spent more money online

‍So, ensure you provide an Omnichannel mode of communication/care to ensure least drop offs.
‍Meaning, be present on platforms like WhatsApp, Instagram, Facebook, Email, SMS & VoIP.

6. CART ABANDONMENT NOTIFICATION

Sending a perfectly-timed message on WhatsApp, Facebook, Instagram or Email goes a long way.

Because you remind users of items left in the cart on the platform of their choice! On the platform they are most likely to notice.
‍You can also make the content more personalised through analysis, A/B testing, and optimisation.

Example Message: 

“You have left something behind, thought we would leave something for you too!
Loyalty Coupon - 20% off on next order”

This is the major integration you need to make, in order to effectively recover abandoned carts - because WhatsApp, Instagram, Facebook, Email, and SMS are not the thing of tomorrow,  but today.

Where you target those potential customers on the platform where they are active on, and mostly likely to convert from...let us explain it’s true potential with WhatsApp!‍

10 Reasons Why Users Abandon Their Shopping Carts

1. Unexpected shipping costs or additional fees at checkout.
2. Complicated or lengthy checkout processes.
3. Website errors or technical issues during the checkout process.
4. Lack of trust or security concerns regarding payment information.
5. Comparison shopping or browsing for alternatives.
6. Deciding to postpone the purchase for later.
7. Dissatisfaction with available payment options.
8. High product prices or unexpected costs.
9. Lack of guest checkout option, requiring users to create an account.
10. Unappealing return or exchange policies.

How to recover an abandoned shopping cart with Pragma?

Abandoned Cart Recovery X WhatsApp

‍On average, nearly 90% of online consumers are present on WhatsApp.‍

With over 400 Million users in India alone, WhatsApp, is a platform not to be trifled with. And what do you do when 76%, over 3/4th, of your carts are abandoned?
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You reach out to those potential customers on the platform they love.

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To effectively recover those abandoned carts!
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The working behind ‘Abandoned Cart Recovery Automation’ 

1. The potential customer adds item(s) to their cart, but doesn’t check out due to some reason.
2. Abandoned cart Analytics & Strategy begins here with monitoring of shopper’s behaviour to target the reason.
3. We determine whether the shopper has abandoned their cart, are they still surfing etc.
4. Then sync those results to your Cloud to proceed with WhatsApp, Email, or SMS notification messages that are appropriate (Note: The order data ensures that no purchase was made before sending messages).
5. The first initial notification is sent via the preferred channel.
6. The consumer receives and maybe opens the ‘abandoned cart recovery’ WhatsApp, Email, or SMS.
7. Cloud engineering uses existing order data in a decision split to determine if a purchase has been made post the recovery notification sent.
8. If the customer has not yet made a purchase, a follow-up of your choice can be sent (this can be customised for a streamlined automation).
9. The consumer exits the ‘Abandoned Cart Recovery’ journey once the allotted number of follow-ups have been successfully sent OR if the consumer has opted out of notifications.
10. The Automation Workflow on the next abandonment (for the specific customer) will only send the initial ‘Recovery Notification’ and omit the follow-ups if opted out.
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Accelerating your abandoned cart strategy through WhatsApp

‍WHEN to send → WHAT to send → HOW to send

Timing is everything! So, when is it “ideal” to send your abandoned cart WhatsApp? 

While the average results are close, we’ve seen a 15 minute delay after abandonment to work most effectively across abandoned cart recovery WhatsApp campaigns. This allows for customers to consider their purchase, while grabbing their attention when it’s still fresh in their minds.

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Top 3 highest performing send times

1st - 1 hour after abandonment 

2nd - 15 minutes after abandonment 

3rd - 3 hour after abandonment

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Building an abandoned cart WhatsApp campaign journey by lining up multiple messages would be ideal. We’ve seen success from customers sending multiple abandoned cart messages to notify consumers, by staying in the forefront of consumers' minds and by driving a sense of urgency.
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Let us explain with a couple examples

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1. Initial Cart Recovery Notification
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To begin with a timely reminder

[Name], finish shopping by jumping back where you left off! [Store link]

Check out: [cart url]
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2. Follow up Cart Recovery Notification
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To prompt action, introduce a time-sensitive discount code

Haven’t made the decision yet? Maybe our exclusive discount of 10% could help? Simply use the code {discount code] at checkout : [cart url]

Following these two key points properly guarantees a result of over 20 carts recovered with every 100 WhatsApp messages sent
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Now let’s add on the Key elements primarily found in an abandoned cart message structure -

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1. Personalise the message

• Make the message relevant to your brand, product and overall portrayal.
• Add your Brand name and use your customer's name if you possible
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2. Promote exclusivity through discount code

• Be sure to offer a unique discount code so that your customer is aware it’s an exclusive discount.
  ‍

3. Store link & Cart URL

• Provider customers with a direct link to their cart for a speedy and easy checkout.
• Be sure to add your online store as well along with the cart URL in case the consumer is interested in adding more products
  ‍

4. Short & crisp

• Keep the WhatsApp message as simple as possible.
  ‍

5. Provide consumers the option to ‘Opt out’

• Some may not like receiving abandoned cart notifications, giving them the option to reduce the number of follow-ups.
  
  

6. Use the scarcity principle

• Increase urgency.. For example, “Only 10 [products] left in stock” or “140 people viewed this product in the last hour” could motivate customers into quicker decisions leading to a purchase.
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Here are some of the best performing abandoned cart WhatsApp templates that’s been proven to work

1. The simple reminder
   
   Hey, you seem to have forgotten something! It's in your cart. Don’t forget [cart url]
   
   
2. Amazing customer support
   
   We noticed you left something in your cart. Is there anything you need help with? Or would you like us to assist you in some way? If so - Visit [Knowledge base link] or enter on a chat with us - [customer care executive chat link]
   Keep shopping:[cart url]
   
   
3. Get creative in any way shape or form
   
   Your shopping cart has abandonment issues, [Name]. Finish shopping and give them a loving home - [cart url]
   
   
4. Surprise loyal customers with an automatic discount
   
   We notice you’ve left something in your cart. Automatically added 15% off to help nudge you. Finish your purchase here: [cartUrl]
   
   
5. Share unique/exclusive discount codes
   
   Did you forget something at [store name]?! Yes, you did. Your special discount - [discount code] to receive 10% off your next order! Let’s go - [cart url]

Challenges in Abandoned Cart Recovery

Despite best efforts, abandoned cart recovery can present challenges. Here are some common obstacles and solutions:

1. Spam Filters Impacting Emails

• Challenge: Abandoned cart emails may land in spam folders, reducing their effectiveness.
• Solution: Use a reputable email service and avoid spammy language in subject lines.

2. Uninterested Shoppers

• Challenge: Some users may have simply lost interest or found a better deal elsewhere.
• Solution: Use incentives like discount codes to re-engage these shoppers.

3. Lack of Contact Information

• Challenge: Without a shopper’s email or phone number, recovery campaigns cannot be executed.
• Solution: Use exit-intent popups to collect contact information before they leave.

4. Technical Issues with Emails or Links

• Challenge: Broken links or slow-loading emails can frustrate customers.
• Solution: Test emails thoroughly before sending and optimise links for mobile devices.

5. Poor Timing of Follow-Ups

• Challenge: Sending follow-ups too late reduces the chances of recovery.

Solution: Send the first email within 1 hour of abandonment and follow up within 24 hours.

To Wrap it Up

‍With 92% of WhatsApp messages read in under 60 seconds, it is a highly effective way to get your message across..to Get Noticed. 

Here are some additional tips on the analytical side of things for your abandoned cart WhatsApp strategy:
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Segmentation of your Audience - Target better

Construct and format messages around key segments - like age/gender, region, festival period etc. It could be a message for specific users as well, like consumers of a specific product alone, or just the loyal customers. Segmentation helps personalise your WhatsApp message better.
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A/B testing is crucial - Test Test Test

To assess the effectiveness of your strategy, this becomes quintessential. By changing one variable at a time with each campaign, you gain the do’s and don’ts for the next and the next and the next. This approach will help you clearly pinpoint key elements of your cart recovery messages - so you can optimise them to best resonate with your target audience
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To put it simply - keep A/B testing different options to find the best one that works for your customer base and product line.
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Analytics - Data gathering, reporting and tracking

Reviewing and analysing the performance of each campaign helps identify the level of response from various segments through the course of the year. By comparing the WhatsApp click through rates and click to order rates, you assess what’s engaging for your customers, what’s driving conversion and more.
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The statistics around cart abandonment and cart recovery are shocking, but the good news is that as an ecommerce & customer centred D2C brand, there is a LOT you can control. Implementing strategies for solving ecommerce checkout problems can significantly improve your cart recovery rates and overall customer satisfaction

Always keep in mind:‍

63% of abandoned carts are recoverable. Follow your actions based on this huge fact.
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Work on getting the Revenue Back

Proactively address the root causes for abandonment on your ecommerce site.
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Repair your conversion paths and funnel, and take your abandonment strategy to the next level. How? By implementing ‘abandoned cart automation’ & ‘abandoned cart nurturing’ along with other outreach activities to re-engage and recover potential customers. 

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Follow the Data - Analyse, Observe, Enhance

The base of abandoned cart strategy and automation is simply Data - or as we call it; ‘Abandoned Cart Analytics’ (ACA).

This enables you to study and experiment on those factors leading to abandonment of purchase through the historic data on past cases, recovery campaigns etc.

The most important step toward combating cart abandonment is to use analytics and the data to..

• Implement steps to reduce human error
• Enhance WhatsApp, Email and SMS strategies
• Improve abandoned cart automation
• Streamline intricate cart recovery integrations.

Analytics is key as it observes and identifies dropping points in your abandonment framework throughout your site. All you need to do from that point on is to address them.
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PS : DO NOT ABANDON YOUR ‘ABANDONED CARTS’. EVER.
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To learn more about Avoiding Cart Abandonment → Checkout Stage 1 & Stage 2 drop-off blogs.

Rech out to us Here.

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