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abandoned shopping carts

Experiencing abandoned shopping carts in your eCommerce store? You’re not alone. According to Baymard Institute, 67.45% of eCommerce shopping carts are abandoned before the customer completes the sale. Which means your eCommerce sales numbers may only be one one third of what they could potentially be.

The good news is, there are proven ways to turn this around and save a good portion of those sales that slip through the cracks at checkout. It’s definitely worth spending a bit of time to discover why your customers aren’t always completing their purchase. If you’re having problems with abandoned shopping carts, before worrying about driving more traffic to your store, your checkout conversion is the first thing you should address. After all, what’s the point in driving traffic to your store, if customers will just slip out when it comes to your checkout process.

Why do your customers abandon carts?
First, find out where the majority of customers are abandoning their carts, and why. These are the most common reasons, found by the Baymard Institute. Could any of them be applicable to your store?

why customers abandon

What you can do

Once you figure out the major reasons customers are abandoning your checkout, focus on plugging these leaks first.

1. Cut unexpected costs where you can
Sometimes adding costs to orders is out of necessity, like taxes, shipping, and fees. Ask yourself, are your added costs fair? Are they expected? And, are they explained? If you can’t cut added costs, make sure it’s clear what these added fees are paying for. Consider offering free shipping on orders over a certain amount. A Deloitte study found 69% of shoppers are more likely to shop with online retailers who offer free shipping and 61% of shoppers would quit their order if free shipping wasn’t offered.

2. Allow guests to purchase
Some shoppers just want to make a quick purchase. They don’t have the time to create an account. Allow shoppers to checkout as guests.

3. Optimize your checkout process
1 in 4 shoppers abandon shopping carts due to a “too long / complicated checkout process”. Optimize your checkout process by cutting down the number of steps or required fields. Consider testing to see if single-page or multi-page checkouts work for you. Some studies have shown single page to be more effective and some retailers see better results from multi-page. It’s a good idea to see what works for you. If you’re going to use multi-page checkout, including a progress bar to show the customer how they are progressing can help nudge them through. One upside of opting for multi-page, is you capture the customer's email early on the first page, allowing you to follow up later with an abandoned cart email if they do abandon.

4. Build trust
From website errors, not enough information on returns and guarantees, to unusual payment methods, shopper trust can be lost pretty quickly when it comes to them feeling in the mood to hand over their credit card details.
  • Make sure your eCommerce site is with a trusted provider, like Shopify, to help ensure it’s not likely to error or crash.
  • Offer different payment methods and use trusted payment gateways, like PayPal.
  • Use security logos. In a test published by Get Elastic, an online retailer found that by placing a security badge on their site, sales increased 4-6%. Yet other studies show a decrease when using these logos. So it’s important to test the placement and style.
  • Display total price upfront, before the customer is required to enter their payment details.
  • Offer guarantees and refunds. By having a clear and practical guarantee and refund policy, you’re adding peace of mind to the shopper’s experience.

Of course, even with all these improvements, some shoppers will still abandon. Not to worry, here’s where abandoned cart recovery emails come in.

5. Recovering abandoned carts
When shoppers start the checkout process and add their email address, but stop before completing the sale, they aren’t a lost sale yet. You can still win them back with an automated abandoned cart email app.

Using the Shopify Beautiful Abandoned Cart Emails App, you can design a series of two great looking follow up emails that automatically pull in the products that were in the customer’s cart, reminding them of what they left behind. Once you’ve customized the design, you can set the times you want the emails to automatically send.

Tips for a successful email:
  • Include product images of the item/s they selected.
  • Include a strong call-to-action button that takes them back to their cart to complete their purchase.
  • Make it your own with your branding and messaging, but keep it short.
  • Send the first email out within 24 hours, and the second within a few days.
  • Try adding a discount coupon code on the second email to entice them to complete their purchase.

abandoned cart email

Here's an update on the work that we are doing, the new features that are being worked on and released, and improvements we are making based on your feedback (keep it coming).

Here's an update on the work that we are doing, the new features that are being worked on and released, and improvements we are making based on your feedback (keep it coming).

What do your customers’ think about their shopping experience with you? Do you know what makes it stand out? Customer satisfaction is of the utmost importance to the success of any business. If you have the right formula customer satisfaction is easy to reach. And with customer satisfaction comes customer loyalty, customers that will refer their friends and family to your store, and the more your customers enjoy their experience shopping with you the more successful your business will be.

We are super happy to announce the new “% off discounts” feature is now here for both Collect Loyalty and Offers! Now you can create % off rewards and offers to encourage customers to spend big while they are redeeming.

Here's an update on the work that we are doing, the new features that are being worked on and released, and improvements we are making based on your feedback (keep it coming).

Here, you can keep up-to-date with the work that we are doing, the new features that are being worked on and released, and improvements we are making based on your feedback (keep it coming).

"A large part of every decision is based on visual cues, and the strongest and most persuasive is color" - Kissmetrics.

As you can imagine in our product demonstrations to customers, we often get asked the question “why does Collect do it that way?” Here's why...
new stock retail marketing

Creatively showcasing your new season stock is a great way to offer your customers a taste of what your business is all about while getting them to notice, and hopefully shop, your new season stock.

Social media for retailers

Consumers increasingly expect to be able to engage with their favorite businesses online. Infact, Nielsen have found that 33% of shoppers prefer to contact brands through social media rather than the telephone. Making your social pages an important channel to monitor and keep on top of. Not only is social media a great way of marketing your business, and generating interest, it can also be a great tool for encouraging customer loyalty.

Exceeding expectations and offering a memorable experience is often what transforms shoppers into loyal customers and gets them talking about your business.

With happy, satisfied shoppers equaling a higher referral rate, which results in a lower customer acquisition cost, it’s essential that your staff deliver a Wow customer experience at every customer interaction. And customer referrals are a great way to encourage more foot-traffic into your store. In fact, an impressive 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision [Ogilvy].

In their Retail Brief - Inflection Points: Seizing the Moments in Customer Loyalty, Loyalty marketing experts Aimia say that exceeding customers expectations is all about seizing the moment. “Customers are so well trained by experience to expect the bare minimum in service and attention that even modest efforts to exceed baseline expectations can pay dividends in customer loyalty.”

How do you ensure your customers have a great experience?

The way customers feel about your in-store service is important. Research by Hubspot indicates that 70% of buying experiences are based on how the customer feels they have been treated.This means it’s essential that your staff excel in their role as ambassadors for your store. The best customer anecdotes about their shopping experiences are often because of a single staff member going the extra mile.

Every customer that comes into contact with your business should be treated to the very best customer service experience.

Best-selling author and retail expert Doug Sandler suggests making a loyal customer is more important than making a sale. So if shoppers leave your store without buying something, make sure they’ve still left with a smile on their face!

Delivering a great in-store experience

When your staff greet customers in-store, have them take a moment to read customers’ body language, and think about how they can best be approached.

Every customer is an individual with different needs, wants, and tastes. So have your staff members’ service reflect this. However the one consistency all shoppers want is to feel listened to. Read more about how to approach different customers.

Encourage your staff to go the extra mile. If a customer asks a question staff don’t know the answer to, have them take down the customer’s details so they can be called back later, or when shoppers are browsing, holding onto a million things at once, have staff offer to put items in the changing room for them.

Any discomfort for shoppers should be alleviated when possible. So have staff seize the moment and show they are attentive to customers needs.

Deliver a great online experience

For your customers who reach out to your store online, it’s equally important that they have a top notch experience  with your business too.

There is often a disconnect between online customer service and in-store. But as customers increasingly expect an omni-channel experience, it’s essential to be consistent across all customer channels in order to deliver this.

Have your staff keep an eye on your social media channels so they can respond helpfully - just as they answer phone queries and in-store question. Edison Research reports that 42% of shoppers expect a response within 60 minutes. So be prompt and make sure your customers feel welcome when they reach out to you online.

Surprise and delight

If you really want to get your customers talking - surprising and delighting them is the key. It doesn't have to be significant gestures, but little touches combined with great customer service ensures that your customers feel significant and appreciated in-store.

One effective method is to send out birthday offers to celebrate their special day with them, or how about a 'thanks for shopping' offer that they receive shortly after making a purchase. You can automate these with Collect Offers.  Or perhaps go the extra time to wrap up their chosen goods carefully with stylish packaging, or offer spot discounts to customers at random. Not only does this build customer relationships with your staff - you’re also empowering them to excel in their job and provide your customers with frictionless, Wow service. Here are some more ideas on how to surprise and delight your customers.

Quick Tips

  • Keep a note of in-store interactions which might need to be followed up - e.g. customers wanting to know more about a specific product, or wanting to order in a specific item, and give customers a call or send them an offer to let them know when the item is in stock. Following up with your customers later is a great way to ensure they have multiple positive interactions with your business.

  • Email marketing can be a great way to bridge the gap between ‘seeing’ your customers online and in-store. Keep them updated about your new developments and tempt them in-store with special offers and new stock updates.
business is like sport

Now it’s well known that I love a good “how similar sports is to business” analogy, so here’s another taken from a recent personal experience.
customer loyalty

For every business owner, keeping costs low and customer experience flawless is important. You’ll already know that your customer service and loyalty program are the most effective way to increase sales, generate referrals and attract customers in a low-cost way.

But while your loyalty program is an effective way of encouraging your customers to return to your store, it’s essential when you sign up new customers and introduce them to your program, that they have a positive first experience.

Loyalty marketing experts Aimia highlight the importance of the point when a customer signs up for a store’s loyalty program in their Retail Brief - Inflection Points: Seizing the Moments in Customer Loyalty. “When you invite a customer to join your loyalty program, you must execute this inflection point flawlessly”

Here’s how to make sure your customers have a positive introduction to your loyalty program and start off your relationship with a bang!

Your Staff

First things first, it’s essential that your staff understand the importance of your loyalty program.

Each customer that purchases at your store should hear about your loyalty program and all the cool ways they will be rewarded when they sign up for it! When staff ask for your customer’s details, make sure they phrase the question in a way that excites your customers and shows them the benefits of being a part of your loyalty program. “Do you want to subscribe to our VIP club, earn points and get discounts,” sounds much more exciting than just simply asking for an email address.

When implementing your loyalty platform take your staff step-by-step through the process so they’re confident with signing up and rewarding customers. Roleplaying during training can help iron out any kinks and ensure that staff are prepared to handle customer questions along the way.

TIP: When your staff tell customers about your loyalty program make sure they tell them about what they can expect when they sign up (e.g. a bonus reward or a points email etc.). When customers sign up for something they often want to know how their information is going to be used - so keep them in the loop.

The Sign-Up Process In-Store and Online

Making use of Loyalty point-of-sale integrations helps you keep the customer sign-up process slick over the counter and through your eCommerce checkout process. With Collect Loyalty, simply adding the new customer name and email to the sale as normal then automatically triggers a points balance email that introduces the new customer to your loyalty program and rewards, where they can complete their account with your store in return for your Complete Profile Bonus. Aimia highlights the importance of “the exchange of value for information in an environment of permission and trust”. And a slick experience will help build that trust!

Quick Stat: The global Consumer Data Value Exchange survey by Microsoft found that 65% of customers are willing to provide personal information in exchange for loyalty points for services and products, while 89% will hand over information for discounts.

Not only does point-of-sale and eCommerce integrations keep things easy for your staff, using an integrated loyalty solution allows you to sign up customers across multiple platforms. Add the ability to sign customers up through social media, perhaps using a Facebook Tab, on your website with a loyalty website widget, and in-store via a sign-up kiosk. You can do all this and more with Collect Loyalty

These creative ways of signing customers up are not only a great way of reaching out to your customers organically, they are also eye-catching and help you deliver a Wow customer experience.

While it’s important that you’re able to market your loyalty program, it’s essential that your customers are able to sign up quickly and simply. An adaptive, user-friendly loyalty program ensures that your customers remain active, engaged participants in you loyalty program.


It’s important when you choose a loyalty program that you actually use it! Once you’ve offered your customers a great first impression of your program by offering them a seamless sign-up, make sure you have enticing rewards that your customers will be excited about earning, encouraging them to keep spending. Amia points out the importance of rewarding early signs of loyalty with positive reinforcement

Asking for customer feedback is also great opportunity to talk to your customers about their experience with your program and help you refine your rewards and staff involvement if necessary.

Takeaway tips

  • Share your loyalty program socially - Not only is this a great way of promoting your business, it also encourages your customers to stay connected with your brand socially. 
  • Adapt and improve - One of the benefits of customizing your loyalty program is that you can learn the most effective way of rewarding your customers. Your business is unique, so trying out different discounts, promotions or messaging and see how your customers respond.
  • Promote your loyalty program - In-store, online, and through your email marketing and social channels. Make sure your customers know to sign up and participate. The more customers actively participate in your loyalty program - the more customers you have engaged in your business.

Need ideas on how to promote your loyalty program? Read more here

How do you encourage customer loyalty in your business? Share your ideas in the comments below or tweet us @CollectApps.

Gorman retail business

What makes a memorable shopping experience? And how do you get your customers to truly experience your brand? We’re taking a look at how Australian fashion boutique Gorman offer their customers a memorable shopping experience regardless of whether they are shopping in-store or online.