Around seven in ten carts are abandoned across ecommerce. Recovery emails win some back, but fixing the cause recovers far more.
Find where carts are abandoned
Break abandoned carts down by checkout step, device, product and traffic source. A spike at the shipping step points to unexpected costs; a spike at payment may mean a missing method or a failing gateway.
Fix the cause first
- Show total cost early, including shipping and taxes.
- Make guest checkout the default.
- Speed up mobile checkout pages.
- Add trust signals such as reviews and clear return policies.
Then improve recovery
Send the first email within an hour, include the cart contents and a clear link back, and test whether a small incentive is needed at all. Measure recovered revenue, not open rates.
FCAnalytics shows abandoned value by step, product and source, and tracks how much your recovery emails bring back.