3 Ways To Reduce Baskets Abandonment in e-Commerce

May 7, 2019
5 mins read

One client approached my company some time ago and said – “We are in general happy with our online sales. It looks also that our clients are happy with our offer and sales experience. But there’s something that worries us very much. Many clients put some products into the basket and they just disappear. We want to decrease this number as much as possible”.

This is not something extraordinary. In fact, it’s very common. All of the e-shops experience this, but let’s be honest. It’s not a domain of online business. How many times did it happen to you that you visited some shop, watched the products and left without buying anything? If we exclude groceries, I can bet that it happened more times that the situation that you bought something.

Another thing is that if you were approached by good salesperson and (s)he was good in sales (which means that (s)he understands client behavior, expectations, know how to ask questions to understand the need, etc.) you probably were closer to but something or you just bought.

Well, it’s much easier in e-commerce, where you can use data and proper tools that allow you to automate processes. In other words, this kind of tools allows you to multiply this kind of good salespeople and send one to each of your clients on site and even follow them when they leave.

Ways to reduce:

1. On Close Communication

It’s varied from country to country and even e-commerce to e-commerce but it happens everywhere. Users abandon baskets for many reasons. Sometimes they are not 100% sure to spend money, sometimes they are distracted by one of the thousands of things around, sometimes they just need to think more. According to research, 75% of users abandoning baskets still consider coming back to finish shopping, but you can imagine how many things can happen on the way back. So, you should act wisely and try to convince them to stay and finalize shopping.

It’s my experience from the cooperation with many clients – dynamic personalized communication with users that decided to leave an e-shop with the product in the baskets does a miracle.

If you know think that sing pop-ups it’s total old-school, you should look at facts. And the fact is like that – e-shops that use onClose pop-ups but with dynamic personalized content including proper message and especially exactly the product that it’s in the basket change their intention from leaving a website to finalize the shopping.

Examples? 2 500 00 EUR during the first year of using this feature in marketing automation solution and 3 430 000 in the second year from saved abandoned baskets. OK, this one is huge with big traffic. But smaller e-shops can benefit from this as well. From 10% to 20% sales more month to month which sometimes is 10 000 EUR and sometimes 60 000 EUR.

2. Turning anonymous into registered users

Most of your traffic in your e-commerce are anonymous users. It’s normal. But just look at this from a wider perspective. The bigger group of anonymous users you have on site, the bigger chance to turn them into your at-least-subscribers you have. All you need to do it’s to start focusing on them and treat every single user as an important one.

You now may be asking a question – how can I do it, if I have let’s say 100 000 users monthly. Good question. The answer is – in a wise way. First of all, you should answer yourself a question what users like? What do you like when you shopping? Do you like that someone talks to you in a general way or personalized way?

I know, at the first moment it might be hard to believe, but it’s possible to lead personalized communication with anonymous users. You don’t know yet their names, email addresses, but you know what they do on site (or at least you should know). You know their behavior and you can build up the behavioral profile of every user. Having this information, you can lead to proper communication with them on site and invite them to become registered users. You know what’s the best part? You can still do it even without any discount incentive.

3. Automated emails

Do you still remember when I mentioned about users who abandon baskets but still consider coming back to finish shopping? If yes, you can always remember that I mentioned that the way back can be full of distractions. So, if you did some effort to turn anonymous users into registered you are in the halfway of success. All you need to do, it’s to have a tool that allows you to set up and automate sets of emails which your system will send based on user’s behavior.

It’s never the same scheme, but that’s why you have to look into data and understand them or hire someone who can help. Sometimes it’s like that: one email 20 minutes after session ends, and two more in 24 and 48 hours. Sometimes timing will be different. One must have a rule it has to be personalized as much as possible with out-of-box thinking. Surprise your users. Make her/him feels special. Make her/him so happy on the way back that none of the distractors will stop her/him.

Bonus Advice

OK, there are many more ways to reduce baskets abandonment, but three above work perfectly and always. Besides, it’s kind of a circle – most of your traffic on site is anonymous, so your goal number one is to convert them into registered and goal second two is to convince them to buy in your e-shop.

Obviously, you always have to look wider and consider the full customer journey. Now, let’s focus only on your e-shop and leave everything else (which normally you can’t do, as full picture requires your attention everywhere) behind. When you focus on your e-commerce, you have to be sure that every user has a simple way to finalize shopping. And you have to convince your client that shopping in your e-store is also safe (I hope it is, otherwise you will not be successful).

So what to do?

1. Make sure your clients that shopping is safe. Use SSL certificates (it’s also good from Google perspective and SEO). Even I use it on my blog because safety is important for everybody.

2. Don’t hide any costs and be as transparent as possible. It’s one of the most irritating things in online shopping when you see at the end that the total cost is higher than you expected. Don’t hide the cost of transportation, be honest. According to Statista.com, in the US, 24% of users abandon baskets because of unexpected costs. I believe, in CEE it is bigger. Why? In many countries, still many people are afraid to pay with the credit card or the bank transfer. So hiding cost for the end of the journey doesn’t build trust. It rises a feeling that someone tries to cheat on you.

3. Allow shopping without registration. I know, its’ opposite to what I wrote about converting anonymous to registered users, however at the end of the day it’s better to have a client who paid. Especially that this client left an email so you can inform her/him about delivery status. If you are creative you will use this opportunity to invite the user to register.

4. Check your sales funnels. I mentioned that you have to look into data and understand them or hire someone who does. Good tools also let you gather data and visualize them in sales funnels, so you can easily understand where are possible gaps in the sales process. When you identify them (with the good tool you will do it in a minute) you can start to create scenarios that will prevent leaks from the funnel.

5. Social proof works pretty well. Do a simple test. Go to the price comparison website and look for a product. If you will find the product at a similar price in three shops, answer simple but important questions – which one and why you choose? It’s very probable that you will choose the one with the highest number of good reviews, right? It works similarly in your e-shop. If users see other users buy or even watch they are simply more likely to follow others.


Try these three methods to reduce the number of abandoned baskets in your e-commerce, you can simply see revenue increase very quickly. If you need advice on what kind of tool is the best for your business, don’t hesitate to contact me. Once a week, I spend some time to advice other people for free.

Remember also that you have to always look at the full picture to understand everything that happens before your client enters the website, what happen when (s)he is on site and why and when (s)he lefts. If you need some help here also contact me.

Marek Molicki

Marek Molicki, since 1998 in the online industry. Extremely motivated to reach goals. Ideas deliverer, problems solver, finder of new ways, the doer. Social media fan, public speaker, trainer. Constantly looking for new skills to learn. Impossible is nothing, it's only the question of time and being consequent.
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