Struggling with lost sales? Learn how to recover abandoned carts with 7 expert tactics, from interactive video to SMS, and boost your conversions today.
Someone browses your site, adds products to their cart, starts checkout-and disappears. It happens constantly. Baymard Institute research puts the average cart abandonment rate at 70.19%.
That’s not just a statistic. It’s potential revenue walking out the door. But here’s what makes cart recovery different from other marketing: these are high-intent customers. They’ve already done the hard part-finding your product and deciding they want it. Something just got in the way.
At VideoQi, we’ve helped e-commerce teams implement recovery strategies that reclaim 15-25% of abandoned carts. This guide covers seven approaches that work, from foundational email sequences to advanced personalization.
1. Email sequences that bring people back
Email remains the most reliable cart recovery channel. A well-designed sequence-not a single email, but a series-nurtures hesitant shoppers back to checkout through multiple touchpoints.
ASOS sends visually rich emails featuring the abandoned items with styling suggestions. Amazon includes personalized recommendations for similar products. Both approaches reignite the original purchase intent.
Building an effective sequence
- Send the first email within an hour. The purchase is still fresh. Waiting days loses the moment
- Write subject lines that create curiosity. “Did you forget something?” and “Your items are waiting” outperform generic promotions
- Introduce incentives progressively. Save the discount for email two or three. Many customers just need a reminder, not a bribe
- Include social proof. Star ratings and customer reviews for the abandoned products reduce uncertainty
With platforms like Klaviyo and Mailchimp, setting up automated sequences is straightforward. The ROI can reach 20-50x, making this a high-leverage activity for any e-commerce operation.
2. Exit-intent popups
Exit-intent technology detects when someone is about to leave-mouse moving toward the browser’s close button or address bar-and displays a targeted offer at that exact moment.
Rue21 recovers 12% of abandoned carts with exit-intent offers. HelloFresh uses free shipping popups to win back 8% of abandoning visitors. These are meaningful numbers at scale.
Making popups work
- Offer real value. A 10-20% discount or free shipping provides the final push hesitant shoppers need
- Write compelling headlines. “Wait! Don’t Miss Out on Free Shipping” beats “Before You Go…”
- Keep forms minimal. If capturing an email, ask for nothing else. Every additional field reduces conversion
- Create genuine urgency. Countdown timers work, but only if the deadline is real
For more on keeping visitors engaged, see our guide on reducing bounce rate.
3. SMS and push notifications
Mobile messaging cuts through inbox clutter. SMS open rates hover around 98%, and push notifications appear directly on lock screens. When timing matters, these channels deliver.
Domino’s uses SMS reminders for abandoned online orders. Sephora sends personalized push notifications with product recommendations, achieving an 18% recovery rate.
Getting mobile messaging right
- Send within 1-3 hours of abandonment. Catch people while the purchase is still on their mind
- Keep messages short. “Your cart is waiting. Tap to complete your order” is enough
- Personalize where possible. Include the customer’s name and the specific item they left behind
- Respect consent. Get explicit opt-in and make opting out easy. Trust matters more than one sale
4. Retargeting ads
Retargeting follows customers across the web after they leave your site. Display ads on other websites, in social feeds, and on YouTube keep your products visible while people browse elsewhere.
Facebook Dynamic Ads automatically show the exact products someone abandoned. Wayfair recovers an estimated 15% of abandoned carts through retargeting-significant given the high consideration nature of furniture purchases.
Running effective retargeting
- Segment by cart value. High-value abandoners might justify higher ad spend or more aggressive offers
- Use dynamic creative. Ads showing the actual abandoned products outperform generic brand ads
- Add urgency. “Your 10% discount expires tonight” motivates action
- Set frequency caps. Showing the same ad 50 times creates annoyance, not conversions
5. Website personalization for returning visitors
When someone who abandoned a cart returns to your site, recognize them. Display their abandoned items prominently, show a personalized welcome back message, and make resuming checkout effortless.
Amazon’s homepage immediately shows abandoned cart items and “Inspired by your shopping trends” sections. Best Buy uses browsing history to surface relevant products. These create seamless continuations of interrupted journeys.
Implementing personalization
- Show cart reminders prominently. A banner at the top of the page or a dedicated “Your Cart Awaits” section works well
- Leverage browsing history. Personalize navigation, banners, and search results based on past behavior
- Offer personalized incentives. High-value cart abandoners might see a unique free shipping offer on return
For more on crafting these experiences, see our guide to customer journey optimization.
6. Proactive live chat support
Sometimes the barrier to purchase is a simple question: Does this come in my size? What’s the return policy? How do I apply this promo code? Live chat catches these friction points in real time.
Zappos is famous for customer-first service where agents actively solve problems to close sales. Casper’s sleep consultants use chat to help customers choose the right mattress, turning uncertainty into confident purchases.
Making chat proactive
- Use behavioral triggers. Someone stuck on the checkout page for extended time? Offer help. Multiple clicks between cart and product page? Something’s confusing them
- Empower agents to close deals. Give them authority to offer discounts or free shipping when appropriate
- Open with specific offers to help. “Having trouble with that promo code? I can apply it for you” beats “Can I help you?”
- Analyze transcripts. Chat logs reveal systematic problems in your checkout flow you can fix for everyone
For visual support options, see our guide to video customer support.
7. Social media retargeting
Social platforms offer visual, engaging environments to remind shoppers of abandoned items. Instead of standard product shots, you can show items in lifestyle contexts or user-generated content.
ASOS creates TikTok styling videos featuring abandoned items. Gymshark uses fitness community content to showcase gear in action. The reminder feels like content, not an ad.
Social retargeting that works
- Create platform-native content. Instagram Reels, TikTok trends, lifestyle imagery-match the format people expect
- Use user-generated content. Real customers using your products builds trust better than polished ads
- Link directly to cart. Every extra click between the ad and checkout creates another opportunity to abandon
Building your recovery system
You don’t need all seven strategies on day one. Build your recovery engine piece by piece:
- Start with email. It’s reliable, cost-effective, and provides immediate results. A three to four email sequence is your foundation
- Add exit-intent popups. Capture attention at the final moment with a compelling offer
- Expand to retargeting. Once email and popups are running, paid channels extend your reach
- Personalize the on-site experience. Welcome returning visitors and make resuming checkout seamless
Every abandoned cart is a data point. Analyze where and why people leave. Use that information not just to recover this sale, but to prevent future abandonments.
Ready to turn abandoned cart emails into engaging interactive experiences? VideoQi helps you create video messages that guide customers back to checkout with clickable CTAs embedded directly in the video.
