Abandoned Cart Retargeting: How to Turn ‘Maybe’ Into ‘Bought It!’

Ever feel like your ecommerce store is a revolving door? 

Shoppers come in, load up their carts with your best products, and then poof – they’re gone! 

You’re not imagining things. 

The average cart abandonment rate sits at a whopping 70.19%. That’s like 7 out of 10 shoppers saying “maybe later” and leaving you hanging.

For ecommerce brands, this is a massive missed opportunity. Every abandoned cart is potential revenue left on the table, and when you add it up, it’s enough to make any marketer cringe. 

But here’s the good news – cart abandonment isn’t a dead end. With the right cart abandonment retargeting strategies, you can bring those shoppers back, turn hesitation into action, and reclaim those lost sales.

In this guide, we’re diving into the how-tos of abandoned cart retargeting. Whether you’re looking to craft irresistible emails, launch high-performing ads, or streamline your checkout process, we’ve got you covered. 

Ready to turn “maybe” into “bought it”? Let’s do it!

Understanding Why Shoppers Abandon Carts

Before you can fix the problem, you need to understand it. 

Cart abandonment happens for all sorts of reasons, but some culprits pop up again and again. 

Let’s break it down – and yes, we’re bringing receipts (a.k.a. stats) to back it up.

1. Unexpected Costs: The #1 Dealbreaker

Picture this. A shopper finds the perfect item, adds it to their cart, heads to checkout, and bam! They’re hit with unexpected shipping fees, taxes, or surcharges. It’s enough to make anyone bail.

It’s also extremely common.  48% of shoppers abandon their cart because extra costs are too high. 

The Fix: Be upfront about costs. Offer free shipping thresholds (e.g., “Free shipping on orders over $50!”) or display estimated taxes earlier in the checkout process.

2. Complicated Checkout Processes: Too Many Hoops

Nobody has time to jump through checkout hurdles. Long forms, mandatory account creation, or unclear steps can frustrate shoppers and send them packing.

If the check out process is too complicated or too long or just flat out stinks, people will leave. In fact 24% of them say they do for that exact reason. 

The Fix: Streamline it. Minimize the number of form fields, allow guest checkouts, and provide autofill options for faster completion.

3. Lack of Trust: “Is This Site Legit?”

Shoppers want to feel secure when entering their payment details and 17% will abandon their cart because they didn’t trust the site with their payment info.

Missing trust signals, unclear return policies, or even a poorly designed site can raise red flags and become a real hindrance on checkout.

The Fix: Add trust badges (“Secure Checkout,” “SSL Certified”), clear return policies, and customer reviews prominently on the checkout page.

4. No Immediate Need: Window Shopping Syndrome

Sometimes, people are just browsing. 

They might love what you’re selling, but it’s not the right time or maybe they’re waiting for payday.

The Fix: Retargeting to the rescue! A well-timed email or ad can remind them to come back when they’re ready. Sweetening the deal with a discount or free shipping offer doesn’t hurt, either.

5. Technical Glitches: The Silent Sales Killer

A buggy site, slow loading times, or errors at checkout can frustrate customers and cause them to give up. Even a 1-second delay in page load time can reduce conversions by 7%.

The Fix: Regularly test your site, especially the checkout process, on both desktop and mobile.

6. Lack of Payment Options

Not everyone uses the same payment methods and 9% of shoppers abandon carts due to insufficient payment options.

If your checkout doesn’t support popular options like digital wallets (PayPal, Apple Pay) or buy now, pay later (Klarna, Afterpay), you might lose customers.

The Fix: Offer a variety of payment methods and make it clear what’s available right on the product or cart page.

7. Shipping Times Too Long

Instant gratification is real. If your estimated delivery date feels like forever, you risk losing the sale.

I for one have left many a carts because the shipping time was too long and I know I’m not alone. 22% of shoppers abandon carts because delivery times are too slow.

The Fix: Offer expedited shipping options, and be transparent about delivery timelines upfront.

For marketers, creating solutions that build trust, reduce friction, and make the checkout process as smooth as possible are esssential. In the next sections, we’ll show you exactly how to do that.

Using Visitor Identification to 25x Your Abandoned Cart Retargeting

Ever wonder how many of your cart abandoners you’re missing simply because you don’t know who they are? 

Traditional tools like Klaviyo only capture a fraction of your visitors, meaning plenty of potential customers slip through the cracks. 

That’s where the Customers.ai visitor identification platform comes in. 

It can boost the number of cart abandoners you identify by up to 25%, helping you reclaim lost revenue like never before.

How to Set Up Cart Abandonment Retargeting with Customers.ai

Getting started with Customers.ai is simple. Here’s how you can integrate visitor identification into your abandoned cart recovery strategy:

Here is how to identify your website visitors with Customers.ai.:

1. Sign up for a free account

If you don’t already have a Customers.ai account, sign up here (no credit card is required) and connect your business.

2. Install the x-ray pixel on your site

Installing the website identification x-ray pixel is easy and can be done through Tag Manager, Shopify, WordPress, and more

3. Verify the x-ray pixel is firing

4. Start identifying your website visitors

That’s it! Once the pixel is installed and verified, you can start identifying your website visitors.

And with the highest capture rate in the industry, you should start seeing visitors immediately.

Beyond the Cart: Retargeting Product Browsers with Visitor Identification

Visitor identification isn’t just for cart abandoners. 

It also lets you target high-intent product browsers – the people who didn’t quite make it to the cart but showed significant interest. 

To reach them, you need to do the following:

Fine-Tune Your Outreach

Use advanced settings to define what counts as “high intent,” such as:

• Visitors who return to the product page multiple times.
• Users who click around several related pages.
• Shoppers who linger on a product page for an extended period.

Create Targeted Ad Campaigns

For instance, if someone browsed a blue shirt but didn’t add it to their cart, you might not email them, but you can serve them a retargeting ad featuring the same blue shirt.

Segment Based on Time Since Last Visit

Timing matters when targeting high-intent visitors. Shoppers who recently visited your site and showed interest in specific products are more likely to convert compared to those who browsed weeks ago.

• Target Recent Visitors: Focus on those who visited your site within the last 7 days, as they’re still in decision mode.
• Re-engage Dormant Shoppers: For visitors who browsed 2-3 weeks ago, craft ads or emails reminding them of your products with incentives like limited-time discounts or free shipping.

By segmenting visitors based on recency, you can ensure your outreach aligns with where they are in their buying journey, increasing the chances of bringing them back to checkout.

The Power of Visitor Identification

By combining the insights from Customers.ai Visitor ID with strategic retargeting campaigns, you can not only recover lost sales but also create lookalike audiences to attract new, high-intent shoppers. 

It’s all about engaging the right people at the right time with the right message and visitor ID makes it easier than ever to do just that.

Crafting Compelling Abandoned Cart Retargeting Emails

Abandoned cart emails are your chance to turn hesitation into action. To turn those hemmers and hawkers into your most loyal customers. 

But to do it right, you need a mix of perfect timing, irresistible content, and a dash of personalization. Easier said than done. 

Let’s break it down.

1. Timing: When to Hit Send

The timing of your cart recovery emails is crucial. Too soon, and your message might feel pushy. Too late, and your customer may have moved on.

• First Email: Send within 1-3 hours of cart abandonment while the items are still fresh in the shopper’s mind.
• Second Email: Follow up 24-48 hours later with added urgency (e.g., “Your cart is about to expire!”).
• Final Email: Send 3-5 days later with a compelling offer like a discount or free shipping to close the deal.

2. Content: What to Say and How to Say It

Your email content needs to grab attention and nudge shoppers toward completing their purchase.

Subject Lines That Work:

• “Oops, you left something behind!”
• “Your cart is calling—don’t let these items slip away!”
• “Still thinking about [Product Name]? We saved it for you.”

Key Elements to Include:

• Product Details: Showcase the exact items left in the cart with clear images and descriptions.
• Urgency: Create FOMO with phrases like “Limited stock!” or “Offer expires soon.”
• Call-to-Action (CTA): Make it clear and action-driven, like “Complete Your Purchase” or “Get It Now.”
• Social Proof: Add customer reviews or ratings to reinforce trust and highlight the value of the products.

Brand Example: 

Casper does a great job with abandoned cart emails by keeping things simple, visually appealing, and customer-focused. Their subject lines are playful and tie back to their brand (e.g., “Still dreaming about it?”), while the email itself highlights the exact product left behind with a clear image and description.

They create urgency with phrases like “Don’t snooze on this deal!” and use bold, action-driven CTAs like “Complete Your Purchase.” 

Casper also incorporates customer reviews as social proof, reinforcing trust and product value, and often sweetens the deal with perks like free shipping or discounts. 

It’s a clean, effective formula that keeps shoppers coming back.

3. Design: Make It Easy on the Eyes

A well-designed email boosts engagement and conversions.

• Mobile-Friendly Layout: Ensure the email looks great on all devices but keep in mindmost users open emails on mobile.
• Clear Hierarchy: Start with the product image, followed by the CTA, and end with additional details like reviews or offers.
• Minimal Distractions: Keep the design clean and focused, with one main CTA to avoid overwhelming the reader.

Brand Example:

Allbirds, the sustainable footwear brand, excels at designing abandoned cart emails that are visually appealing and highly effective. 

Here’s what they do well:

• Mobile-Friendly Layout: Allbirds optimizes their emails for mobile-first viewing, ensuring that images and text are clear, clickable, and load quickly on any device. With most shoppers checking emails on their phones, this keeps engagement high.
• Clear Hierarchy: Their emails place the product image front and center, making it the star of the show. A single bold CTA, like “Return to Your Cart,” immediately follows, with supporting information (like shipping details or return policies) tucked neatly at the bottom.
• Minimal Distractions: The design is clean and uncluttered, with plenty of white space. Allbirds avoids bombarding readers with multiple links or flashy visuals, keeping the focus on the product and the next action they want the shopper to take.

This approach keeps the email visually simple yet powerful, guiding customers effortlessly back to their cart to complete their purchase.

4. Personalization: The S in Success

Personalized emails are far more effective than generic blasts.

• Use Their Name: Start the email with “Hi [First Name],” to make it feel personal.
• Mention Specific Items: Reference the exact products they left behind, like “We saved your [Blue Shirt].”
• Tailor Recommendations: Include related products based on their browsing or purchase history to upsell or cross-sell.
• Dynamic Pricing: If applicable, mention price drops or exclusive discounts tailored to their cart.

Brand Example:

Nike nails personalization by referencing the exact item left behind, like “We saved your [Running Shoes],” alongside a high-quality image. They start with a friendly “Hi [First Name],” and include tailored recommendations for related products, like matching gear or different colors. 

When applicable, they highlight special offers, such as “Enjoy 10% off if you complete your purchase today!” Simple, personal, and effective.

Example Email Template

Now that we’ve covered the essentials of timing, content, design, and personalization, let’s see how it all comes together in a practical example.

Subject Line: “Still Thinking It Over? Your [Blue Shirt] Is Waiting!”

Body:
Hi [First Name],
We noticed you left something behind, and we don’t want you to miss out! Your [Blue Shirt] is still in your cart, but it’s going fast. Complete your purchase now, and we’ll throw in free shipping just for you.

[Image of Product]
[CTA Button: Complete Your Purchase]

P.S. Here’s what others are saying about the [Blue Shirt]:
⭐️⭐️⭐️⭐️⭐️ “Super comfy and fits perfectly!”

There’s no doubt that abandoned cart emails are your best shot at winning back lost sales. 

By timing them well, nailing the content, and adding personalization, you’ll turn more “maybes” into “bought it!” 

Leveraging SMS and Push Notifications for Abandoned Cart Retargeting

Abandoned cart recovery isn’t just about emails. SMS and push notifications are also powerful tools for reeling shoppers back in. 

Plus, with their immediacy and high open rates (SMS boasts a whopping 98% open rate), these channels can deliver timely reminders that drive sales.

10 Reasons Why SMS and Push Notifications Work

1. Instant Reach: Unlike email, which can sit unopened for hours (or days), SMS and push notifications are often seen and acted on within minutes.

2. Personal Touch: These channels feel more direct and personal, especially when they include the customer’s name or specific products.

3. Multi-Channel Reinforcement: When used alongside email and retargeting ads, SMS and push notifications strengthen your overall recovery strategy.

4. High Engagement Rates: SMS messages have a 98% open rate and are more likely to be read than emails, increasing the chances of conversion.

5. Real-Time Updates: Push notifications and SMS can alert customers to limited-time offers, price drops, or low stock in real-time, creating urgency.

6. Boosts Mobile Traffic: Since customers receive these messages on their phones, they’re more likely to return directly to your mobile-optimized store.

7. Low Cost, High ROI: Compared to other retargeting methods, SMS and push notifications are relatively inexpensive while delivering significant results.

8. Customizable Messaging: These channels allow for dynamic content, like personalized recommendations or exclusive offers tailored to the customer’s cart.

9. Great for Local and Seasonal Campaigns: SMS and push notifications are ideal for promoting local events, store openings, or seasonal sales with a sense of immediacy.

10. Minimal Setup Time: Implementing SMS and push notification campaigns is quick and easy, especially with platforms like Customers.ai, which seamlessly integrates with your marketing stack.

Best Practices for SMS and Push Notification Retargeting

Timing Is Everything

• Send the first SMS or notification within an hour of cart abandonment to capitalize on high-intent behavior.
• Follow up once more 24-48 hours later with a sense of urgency, such as “Items in your cart are selling fast!”

Keep It Short and Sweet

• SMS Example: “Hi [First Name], don’t forget about your [Product Name]! Complete your order now and enjoy free shipping: [Link].”
• Push Notification Example: “Your [Product Name] is waiting! Grab it before it’s gone. Tap here to checkout.”

Tone Matters

• Be conversational, not robotic. Use a friendly tone that aligns with your brand voice.
• Avoid being pushy and opt for helpful and encouraging language.

Integrate with Other Channels

• Coordinate your SMS and push efforts with email and ads to ensure a seamless customer journey. For instance, if your email offers a discount, reference it in your SMS: “Use code SAVE10 to get 10% off your cart. Tap here to checkout: [Link].”

Frequency: Less Is More

• Avoid overwhelming shoppers. Stick to 1-2 messages per abandonment event to maintain trust and avoid appearing spammy.

Pro Tip: Personalize and Incentivize

• Use personalization to reference the exact item(s) left behind.
• Add urgency with phrases like “Low stock!” or “Your cart will expire soon.”
• Sweeten the deal with a limited-time discount or free shipping offer.

The Bottom Line

SMS and push notifications are quick, effective ways to nudge shoppers back to their carts. 

When done right (timed well and with the right tone and frequency) they can significantly improve your abandoned cart recovery rates and complement your broader retargeting efforts.

Utilizing Retargeting Ads to Re-engage Shoppers

Retargeting ads are a must for bringing back cart abandoners who slipped through the cracks. 

Platforms like Facebook and Google make it easy to remind shoppers of the items they left behind, keeping your brand top-of-mind and giving them the push they need to complete their purchase.

Why Retargeting Ads Work

Retargeting ads work because they know exactly when to show up and say, “Hey, remember this?” 

Shoppers who see them are 70% more likely to finish checking out, obviously making them a no-brainer for reclaiming those almost-sales.

Here are a few other reasons ads need to be a key part of your abandoned cart retargeting strategy:

• Precision Targeting: Retargeting focuses your ads on people who already interacted with your site, maximizing relevance.
• High Visibility: With tools like Google Display Network and Facebook Ads Manager, your ads follow users across the web, increasing the likelihood of conversion.
• Dynamic Personalization: By showcasing the exact products left behind, dynamic retargeting ads feel more personal and relevant, making shoppers more likely to click.

Taking Your Retargeting Up a Notch with Dynamic Ads

Retargeting ads are great, but dynamic ads take them to the next level. Instead of generic reminders, dynamic ads show shoppers the exact products they left behind. 

Dynamic ads bring a whole new level of personalization, showing shoppers exactly what they wanted and making it almost impossible to resist clicking “Buy Now.” 

Where to Set Up Dynamic Ads

Facebook and Instagram Ads

• With Meta’s dynamic ads, you can retarget cart abandoners across Facebook and Instagram. These platforms use data from your product feed and shopper behavior to generate personalized ads. Bonus: Meta’s tools let you sync with platforms like Customers.ai to identify even more cart abandoners.

Google Ads

• Google’s dynamic remarketing ads take things further by displaying abandoned items to shoppers as they browse across millions of partner websites. This keeps your products front and center, wherever your audience goes online.

Pinterest Ads:

• For visual-driven ecommerce brands, Pinterest’s dynamic ads let you re-engage users by showcasing the exact pins (read: products) they interacted with on your site.

TikTok Ads:

• TikTok’s relatively new dynamic ads feature targets a younger audience with the same personalized approach, making it a great addition for DTC brands focused on Gen Z.

How to Get Started

Setting up dynamic ads generally involves:

1. Uploading Your Product Catalog: Use tools like Facebook’s Commerce Manager or Google Merchant Center to create a product feed that includes details like images, pricing, and stock.
2. Linking Behavioral Data: Connect your site activity to the platform so it knows which products each user has interacted with. This is where tools like Customers.ai’s visitor ID can give you a major edge by identifying more abandoners.
3. Creating Ad Templates: Design templates that dynamically pull product details—no need to make individual ads for every item. Focus on strong visuals and clear CTAs like “Complete Your Purchase” or “Shop Now.”

How to Set Up Abandoned Cart Ad Retargeting Campaigns

1. Define Your Audience

Platforms like Facebook Ads Manager and Google Ads let you create custom audiences based on behaviors like cart abandonment. Sync your Customers.ai audiences to your ads for more targeted ads. 

2. Design Engaging Ads

Now, it’s time to make your ads impossible to ignore.

• Use high-quality images of the exact products left in the cart so shoppers instantly remember what caught their eye.
• Add a clear, simple CTA like “Complete Your Purchase” or “Grab It Now.”
• Sprinkle in some urgency: “Only a few left!” or “Your cart expires soon!”

Dynamic ads are a game-changer here, automatically pulling product details from your catalog so each ad feels tailored to the shopper.

3. Set Your Budget and Schedule

Set a budget that reflects the potential payoff (aka, getting those sales back). Run your campaigns for 7-14 days to stay top-of-mind while shoppers are still considering their options.

4. Measure Success

Check your performance with these key metrics:

• Click-Through Rate (CTR): Are your ads grabbing attention?
• Conversion Rate: How many people actually finish checking out?
• Return on Ad Spend (ROAS): Is your ad spend delivering the goods (aka sales)?

After that, the key is to keep optimizing. 

With retargeting ads fueled by dynamic content and the extra boost from Customers.ai, you’ll be turning those “almost-sales” into actual sales faster than ever.

Other Tactics to Stop Cart Abandonment in Its Tracks

Retargeting is great, but let’s be real…it’s even better to stop cart abandonment before it happens. 

These quick, no-fluff tactics will help you keep shoppers moving toward checkout instead of ghosting your store.

1. Catch Them with Exit-Intent Popups

When a shopper’s about to bail, hit them with a popup that makes them think twice.

• Trigger the popup when they move to close the tab or leave the page.
• Add offers they can’t resist, like “Wait! Here’s 10% off your order!” or “Free shipping if you check out now!”
• Keep it simple: one clear call-to-action like “Claim Your Discount” works wonders.

Here are three tools to help you create attention-grabbing exit-intent popups that stop shoppers in their tracks:

1. OptinMonster: OptinMonster makes it easy to design custom exit-intent popups with drag-and-drop simplicity. Use their targeting rules to display popups at just the right moment and add irresistible offers like discounts or free shipping. Bonus: Their analytics let you track how many shoppers you’ve saved.
2. Sleeknote: Sleeknote specializes in creating non-intrusive, beautifully designed popups that fit your brand’s style. You can trigger exit-intent popups to show tailored messages, collect emails, or offer exclusive deals to prevent cart abandonment.
3. Justuno: Justuno goes beyond popups with AI-driven recommendations. Their exit-intent popups can include countdown timers, personalized offers, and product recommendations to entice shoppers to stay and complete their purchase.

These tools make it easy to implement popups that catch your customers’ attention without being annoying, so you can save those carts before they’re lost!

2. Sweeten the Deal with Incentives

Who doesn’t love a good deal? The trick is using offers strategically so they feel special, not desperate.

• Discounts: A small 10-15% off nudge can work magic.
• Free Shipping: If unexpected shipping costs scare your customers away, this is your golden ticket.
• Flash Offers: Add urgency with “Only 2 hours left!” or countdown timers that create FOMO.

How to Find the Right Discount

Not sure what kind of discount will work best? Start by testing! 

Run A/B tests with different offers (think a 10% discount versus free shipping) to see what resonates most with your audience. 

Keep an eye on metrics like conversion rates and AOV to ensure the deal drives sales without cutting into your profit margins. 

It’s all about finding that sweet spot where shoppers feel like they’re winning, and you’re still making bank.

The key is to not go overboard. You still need to protect those profit margins!

3. Make Checkout Stupid Simple

No one has time for a checkout process that feels like applying for a mortgage.

• Less Is More: Only ask for what you absolutely need. Nobody wants to fill out 12 fields just to buy socks.
• Guest Checkout FTW: Don’t force account creation. Let shoppers buy and bounce if they want to.
• Payment Options Galore: PayPal, Apple Pay, Klarna—offer them all so shoppers can pay their way.

Stat Drop: Streamlining checkout can cut abandonment by 26%.

4. Build Serious Trust

If your site feels sketchy, you’re gonna lose people. Build trust like a pro:

• Trust Badges: “Secure Checkout,” “SSL Protected,” or “100% Satisfaction Guaranteed” seals go a long way.
• Crystal-Clear Returns: Make it obvious how they can return or exchange items—no one likes surprises.
• Social Proof: Toss in a glowing review or two near the cart page. Shoppers trust other shoppers.

Why This Works

These tactics knock down the barriers that make shoppers hesitate. 

Whether it’s calming their fears, simplifying the process, or throwing in a sweet deal, you’re making it easier (and way more enticing) for them to check out. 

Analyzing and Optimizing Abandoned Cart Retargeting Efforts

Abandoned cart retargeting isn’t a set-it-and-forget-it strategy. 

To truly maximize your cart recovery efforts, you need to keep an eye on performance and tweak your approach based on what works. 

Let’s break it down.

Key Metrics to Monitor

Here are the numbers that tell you whether your retargeting game is on point:

• Open Rates (Emails): Are your abandoned cart emails getting noticed? A low open rate might mean you need a better subject line.
• Click-Through Rates (CTR): Are shoppers engaging with your emails, SMS, or ads? A high CTR shows your messaging and design are resonating.
• Recovery Rates: The percentage of abandoned carts that turn into completed purchases. Aim for steady improvement here—it’s the ultimate goal!
• Return on Ad Spend (ROAS): For retargeting ads, this tells you whether your investment is driving enough revenue.
• Conversion Rates: How many clicks actually result in sales? This metric helps pinpoint whether your offers or checkout process need tweaking.

A/B Testing: Experiment Your Way to Success

If you’re not testing, you’re guessing. A/B testing different strategies can reveal what works best for your audience. 

Here’s how to get started:

1. Subject Lines: Try playful vs. urgent tones (e.g., “Oops, you left this behind!” vs. “Your cart is expiring soon!”).
2. Offers: Test incentives like free shipping vs. a percentage discount to see what drives conversions.
3. Ad Formats: Compare static images vs. dynamic ads to determine which grabs more attention.
4. Timing: Experiment with when you send emails or show ads—does an email sent 1 hour after abandonment perform better than one sent 12 hours later?

Iterate and Improve

Once you identify what works, optimize further. For example:

• If one subject line increases open rates, try refining it further with personalization.
• If dynamic ads outperform static ones, double down on them and test different product layouts.
• If free shipping drives more conversions than a discount, focus your messaging around that benefit.

Remember that analyzing and optimizing your retargeting efforts is where good strategies become great ones. 

By tracking the right metrics and consistently testing new approaches, you’ll fine-tune your campaigns to recover more carts. The key? Never stop improving.

Case Study: Abandoned Cart Retargeting Success

An ecommerce brand was losing out on sales from cart and browse abandoners they couldn’t track. 

Enter Customers.ai. 

With tools to capture visitor data and send personalized retargeting emails, they started reeling those shoppers back in.

The results? 

A 5x ROAS and significant new revenue streams from previously lost opportunities. And with the Customers.ai team providing top-notch support, getting set up was a breeze.

From missed chances to major wins, Customers.ai made recovering abandoned carts easy and effective.

Turning Missed Sales into Opportunities with Abandoned Cart Retargeting

We like to think that abandoned carts aren’t the end of the story, they’re just the beginning of a second chance. 

By using strategies like retargeting ads, personalized emails, SMS reminders, and tools like Customers.ai, you can turn “meh, maybe later” into “heck yes, let’s do this.”

Think of every abandoned cart as an opportunity to connect, re-engage, and grow your revenue. 

The key? Test, optimize, and never stop tweaking. 

When you approach cart abandonment as a chance to recover, you’ll not only win back sales, you’ll build stronger customer relationships in the process.

Now, it’s your turn to put these strategies to work and start turning those carts into conversions.

Get your free trial and start retargeting to your abandoned cart audiences. We’ll even give you 500 contacts free to start!

FAQs: Everything to Know About Abandoned Cart Retargeting

1. What is abandoned cart retargeting?

Abandoned cart retargeting is the practice of reaching out to shoppers who added products to their online carts but left without completing the purchase. This strategy uses targeted ads, emails, or SMS messages to remind customers about the items they showed interest in and encourages them to return and check out. By addressing specific reasons for abandonment—like unexpected costs or distractions—retargeting increases the chances of recovering lost sales.

2. Why do customers abandon shopping carts?

Shoppers abandon carts for a variety of reasons, including:

• Unexpected Costs: Shipping fees or taxes that weren’t clear upfront.
• Complicated Checkout: Too many form fields or steps can frustrate buyers.
• Lack of Payment Options: Not offering popular payment methods like PayPal or Apple Pay.
• Distractions: Customers might get interrupted or decide to compare prices elsewhere.
• Concerns About Security: Shoppers may hesitate if trust badges or secure payment signs aren’t visible.

Addressing these issues through streamlined checkout and clear communication can help reduce abandonment rates.

3. How effective is abandoned cart retargeting?

Abandoned cart retargeting can be extremely effective. Studies show that retargeted ads are 76% more likely to be clicked than standard display ads. Additionally, segmented abandoned cart email campaigns can achieve 45% open rates and 10% conversion rates, significantly higher than generic marketing emails. These stats highlight the value of personalized, well-timed retargeting strategies.

4. What are the best channels for abandoned cart retargeting?

The most effective channels include:

• Email: Personalized reminders with product images and incentives.
• SMS: Direct, quick messages that capture attention immediately.
• Push Notifications: Timely alerts sent to users’ devices.
• Retargeting Ads: Dynamic ads on platforms like Facebook, Google, and Instagram that showcase the exact items left behind.
  Using a mix of these channels ensures you’re reaching shoppers where they’re most likely to engage.

5. How soon should you start retargeting after abandonment?

Timing is crucial for abandoned cart recovery.

• First Contact: Send an email or notification within 1-3 hours of abandonment, while the shopper’s interest is still fresh.
• Follow-Up: A second touchpoint after 24 hours to maintain visibility.
• Final Push: One last reminder 3-5 days later, potentially with an incentive like free shipping or a discount.
  This staggered approach balances urgency without overwhelming the customer.

6. What makes a great abandoned cart email?

The best abandoned cart emails include:

• A Personalized Subject Line: “Oops, [First Name], you left this behind!”
• Product Details: Images, names, and prices of the items left in the cart.
• Urgency: Phrases like “Low stock!” or “Your cart will expire soon!”
• Clear Call-to-Action (CTA): Buttons like “Return to Your Cart” or “Complete Your Purchase.”
• Social Proof: Positive customer reviews or testimonials to reinforce trust.
  These elements work together to capture attention and drive action.

7. What are dynamic retargeting ads, and how do they work?

Dynamic retargeting ads use customer behavior data to automatically display ads featuring the exact products a shopper viewed or added to their cart. For example, if a shopper looked at a pair of sneakers, a dynamic ad will showcase that exact pair, along with related items or special promotions. Platforms like Facebook Ads and Google Ads make it easy to set up these campaigns, which feel personalized and increase click-through and conversion rates.

8. How do incentives affect abandoned cart recovery?

Incentives like discounts, free shipping, or limited-time offers can significantly boost recovery rates by addressing barriers to purchase.

• Stat Alert: Offering free shipping can increase conversion rates by up to 30%.
• Discount Offers: A 10-15% discount often strikes the right balance between enticing the shopper and maintaining margins.
• Limited-Time Offers: Adding a countdown timer creates urgency and encourages faster decisions.
  Experiment with different incentives to find what resonates with your audience.

9. How do you measure the success of cart recovery efforts?

Key metrics to track include:

• Cart Recovery Rate: The percentage of abandoned carts that turn into completed purchases.
• Click-Through Rate (CTR): How often shoppers engage with your retargeting emails or ads.
• Conversion Rate: The percentage of clicks that result in sales.
• Return on Ad Spend (ROAS): Revenue generated compared to the cost of your campaigns.
  Monitoring these metrics helps you refine your strategy for better results.

10. What is a good cart recovery rate?

A good cart recovery rate varies by industry, but most ecommerce brands aim for 10-15%. If your recovery rate is below this range, it may indicate issues with your retargeting campaigns, checkout process, or incentives. Regular analysis and testing can help you improve this rate over time.

11. How do I set up abandoned cart retargeting?

Setting up cart retargeting typically involves:

1. Tracking Cart Activity: Use tools like Google Analytics, Shopify, or Customers.ai to monitor cart behavior.
2. Creating Custom Audiences: Sync your abandoned cart audience with platforms like Facebook Ads Manager or email automation software.
3. Launching Retargeting Campaigns: Use dynamic ads, personalized emails, or SMS messages to re-engage shoppers.
4. Monitoring Performance: Track metrics like recovery rate, CTR, and ROAS to refine your strategy.

12. How does cart retargeting impact customer lifetime value (CLV)?

Cart retargeting doesn’t just recover one-time sales—it builds stronger customer relationships that increase CLV. When you re-engage a shopper effectively, you’re more likely to convert them into a repeat buyer. Personalized follow-ups also make customers feel valued, encouraging loyalty and repeat purchases over time.

13. How can abandoned cart recovery integrate with email marketing platforms?

Most email marketing platforms, like Klaviyo, Mailchimp, or Customers.ai, offer built-in abandoned cart workflows.

• Sync your website data with your email platform.
• Create automated flows that trigger emails when a cart is abandoned.
• Customize emails with dynamic product details and personalized messaging.
  This integration streamlines the process and ensures timely follow-ups.

14. What industries benefit most from abandoned cart retargeting?

While all ecommerce businesses can benefit, industries with high-consideration products often see the best results. Examples include:

• Fashion and Apparel: Shoppers frequently revisit before purchasing.
• Electronics: Higher price points often lead to delayed decisions.
• Health and Beauty: Personalized recommendations encourage purchases.
  Regardless of industry, the key is tailoring your strategy to your audience’s buying habits.

15. What’s the difference between cart abandonment and browse abandonment?

• Cart Abandonment: Shoppers add items to their cart but leave without checking out.
• Browse Abandonment: Shoppers view products but don’t add them to their cart.
  Cart abandonment indicates stronger purchase intent, but both behaviors are valuable for retargeting campaigns.

16. Can retargeting work for anonymous visitors?

Yes! Tools like Customers.ai’s Visitor ID technology identify up to 25% more anonymous visitors, allowing you to create custom audiences for retargeting. Once identified, these visitors can be added to your email, SMS, or ad campaigns, helping you recover more sales from previously untrackable shoppers.

17. How do push notifications help with abandoned cart recovery?

Push notifications offer a direct, real-time way to re-engage shoppers. They’re short, visually engaging, and ideal for mobile users.

• Stat Alert: Push notifications have an average click-through rate of 7-10%, making them a strong channel for abandoned cart recovery.
• Use them to offer discounts, remind customers of low stock, or highlight fast-shipping options.

18. Should I retarget international customers differently?

Yes. For international shoppers, consider:

• Localized Content: Use their language and currency for a seamless experience.
• Shipping Transparency: Clearly outline international shipping costs and delivery times.
• Time-Zone Considerations: Schedule emails and ads to align with their local time zones for better engagement.
  Tailoring your approach helps you win over global customers.

19. How do I avoid spamming my audience with retargeting messages?

Balance is key. Stick to 1-3 touchpoints per abandoned cart event and space them out over several days. Avoid overlapping messages (e.g., an email, SMS, and ad at the same time) to prevent shopper fatigue. Focus on delivering value in each interaction—whether it’s a discount, helpful reminder, or additional product information.

20. Can I retarget cart abandoners with loyalty program offers?

Absolutely! Loyalty rewards can be a strong motivator for cart recovery. For example:

• Offer extra points if they complete their purchase within 24 hours.
• Highlight how many points they’ll earn with their order.
• Promote member-exclusive discounts or free shipping.
  This approach not only recovers the sale but also strengthens customer retention.

21. How does abandoned cart recovery differ for mobile vs. desktop shoppers?

Mobile shoppers are more likely to abandon carts due to distractions or a poor user experience. Focus on:

• Mobile-Friendly Emails: Ensure readability and fast loading.
• Push Notifications: These work particularly well for mobile users.
• Streamlined Checkout: Reduce steps and enable autofill or mobile wallets like Apple Pay.
  Desktop shoppers, on the other hand, may benefit from more detailed follow-ups with product reviews or comparisons.

22. How do I create urgency without being pushy?

Use urgency as a gentle motivator by:

• Highlighting limited stock: “Only 3 left in your size!”
• Setting a clear deadline: “Complete your purchase in the next 24 hours for free shipping!”
• Showing popularity: “This item is selling fast—don’t miss out!”
  Keep the tone helpful rather than demanding to build trust and encourage action.

23. Can abandoned cart retargeting boost brand awareness?

Yes! Even if shoppers don’t immediately convert, seeing your emails or ads keeps your brand top-of-mind. Consistent exposure increases the likelihood of future purchases, especially if your messaging reinforces your brand’s value and unique selling points.

24. What’s the role of A/B testing in abandoned cart recovery?

A/B testing helps you refine your strategy by showing what works best for your audience. For example:

• Test subject lines: “Your cart is waiting!” vs. “Don’t miss out on your [Product Name].”
• Compare offers: Free shipping vs. 10% off.
• Experiment with timing: Emails sent within 1 hour vs. 12 hours of abandonment.
  Regular testing leads to continuous improvement and higher recovery rates.

25. How does personalization impact abandoned cart recovery?

Personalization is a game-changer for cart recovery. Shoppers are more likely to respond to:

• Emails featuring their name and the exact items they abandoned.
• Dynamic ads showcasing those products with related recommendations.

Messaging tailored to their shopping habits (e.g., highlighting repeat buyer perks).
This approach makes your retargeting feel relevant and valuable, rather than generic.