eCommerce is the buzzword of the modern day. With the extensive use of the internet, the possibility of eCommerce has broadened. This becomes an integral part of the business because of its accessibility and ease of use.

It is always the wish of the retailers that more people would complete the purchase. But the shoppers probably abandoned plenty of carts. It is quite impossible to reduce cart abandonment without understanding why customers abandon.

There is no surprise that there have been a lot of analysis and studies as to why visitors add items on their cart and leave the site without purchase. But before that let’s have a brief look about what is cart abandonment rate.

The abandoned cart rate:

The shopping cart abandonment rate refers to the percentage of online shoppers add items to cart and abandon it without a purchase. This is quite prevalent and according to Baymard Institute, a web research company in the UK, says 67.45% of online shopping carts are abandoned.

This occurs in any eCommerce store and can be blamed to on price variation, ineffective checkout process, or customer indecisiveness. However, it can surely decrease the rate by following the best practices. The following pathways will help in implementing web push notifications to reduce shopping cart abandonment.

Why there is a need for cart abandoned push notifications?

Email, push notifications, and SMS has been the rescue boat and a great weapon for many of the eCommerce business.

When a customer completely adds something to their cart and forgets to check out, just sending an email no longer works. The email won’t create urgency and the open rates are not high enough. Whereas, the push notification clutches the attention quicker and takes the visitors directly to check out the website and tempting the customers to complete their purchase.

For example, let’s consider a customer was browsing for a guitar but didn’t add it to the cart. After a few hours, he/she would get a push notification on their browser with a reminder of the product that he/she was looking for it.

How to minimize the cart abandonment rate?

Unless a website doesn’t find the specific concerns of the customers, the cart abandonment rate will occur periodically. As a retailer, on the need to understand the urge of the eCommerce platform and the intent of customers about a particular product.

The website must convince customers by refining them with more information. This can include sending personalized messages and offers to customers through push notifications. The following points will help in minimizing the cart abandonment rate. Have a look!

Send urgency notifications for the product:

1. The urgent notifications help the customers by convincing them to check the cart again. This creates an opportunity to grab the right deal for the outgoing customer without purchasing the product.
2. Use the phrases like ‘Be Hassle-free’, ‘Grab the coupon’, ‘don’t miss out’, ‘Limited offer’, ‘for a limited time’, ‘Hurry up’ etc. to create the urgency in the customers. This helps to gain immediate attention to customers.
3. You can also send push notifications like cash back and extra discounts. This suggestion can help the user to grab the product. For example, Use TRAVEL50 to get 50% off on your trip.

Personalize your messages:

1. The web push notifications help you to send personalized messages to your user to keep them engaging. If a user doesn’t complete the purchase, web push notifications allow the customers with a reminder about the abandoned cart within a few minutes or a few hours.
2. The personalized message suggests the user with a product image and URL intended action. Remind them periodically and encourage them to convert. This will help in speed up the process as well.

How will you get your shoppers back to the website?

The previously mentioned points are effective if you wish to solve checkout abandonment by notifying them via push. Whereas, you can still follow these classic practices to minimize your general cart abandonment rate.

Be clear in conveying the message:

1. Avoid adding the shipping and delivery charges during the check-out of any product. This can irritate a customer and they are most likely to abandon the shopping cart.
2. Be clear and transparent by giving the exact price on the screen from the beginning including the shipping and delivery charges. Be clear conveying the discount of a product with special offers.
3. Avoid hidden charges because this might make the customer leave the website immediately. Display only the actual amount that has to pay by the customer.
4. Shoppers have questions during the checkout process. Redirect the customers to your FAQ page or give them other option to reach directly.

Unbroken and smooth checkout:

1. 14% of buyers abandon carts because of no guest checkout option. This is because of the filling up of lengthy form, verifying email and then activating the user. The customer certainly wouldn’t want all these things.
2. Make the final checkout option simple, smooth and quick. Ensure a seamless experience by using the autofill, easy payment procedure which will improve the results.

Establish ratings and reviews:

1. Ensure your website trustworthy for the users. Make sure the customer doesn’t hesitate to share their credit card details on your eCommerce platform.
2. Establish the integrity and credibility exclusively during checkout time.
3. Display the customer reviews, ratings, and testimonials to build confidence among the potential customers to purchase. When a customer leaves your website without completing the purchase, send them a push notification requesting them to review the customer’s experiences given earlier. This helps them to make a decision. Redirect them to the feedback or testimonial page through CTA (Call to Action) button.
4. The return policy and exchange with other products give an additional advantage.
5. Control your ads which can appear as unreliable for the customer.

Offer multiple payment options:

1. Offering the customers multiple payment options makes them easy to make payment.
2. You can add credit or debit cards along with considering including alternative payment options such as mobile wallets (Apple Pay, Samsung Pay, etc.).
3. PayPal and other payment options are gaining wider popularity.
4. This makes the customers be able to select their payment options convenient to them. You can target the audiences across the globe by using multiple payment options.
5. Incorporate chatbots to resolve queries of customers regarding payment issues, shipping charges, or have any technical issues. You can also integrate the chatbot with live chat for better customer experience.

Optimization to devices:

1. Mobile has the highest cart abandonment rates, with 85.65%. Ensure responsive website design for mobiles. This approach should help to navigate with a quick and lower abandoned rate through push notifications.
2. Keep your cart visible to the customer in all devices like mobiles, desktops, and tablets. Keep the cart icon in the corner of the screen updated. It won’t let the customers out of sight and mind.
3. For example, Amazon’s icon always updates the customer about the products.


Shoppers are always likely to look for a better deal even before they add the item to their cart. Hope this article has provided some brief idea about minimizing the shopping cart abandonment and maximize your revenue.

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