40% of online shoppers will leave items in a shopping cart to view later on a different device or in a brick-and- mortar location.These rates are even higher among digital natives and Millennials.

Shoppers are using product pages and the shopping cart as tools to transition across devices and between channels. There is good news for retailers, as add-to-cart rate is up 6% across all visitors, and up 13% amongst registered shoppers.

Retailers must adjust their tactics and strategies surrounding these pivotal moments. Abandoned shopping cart messages and product page abandonment messages have the potential to be highly effective when implemented in a way that is relevant to the consumer.

61% of retailers sending a product page reminder email broke the fourth wall by directly stating that the message was being received because the shopper had visited a product page.

Approximately $4 trillion worth of merchandise was expected to be abandoned in online shopping carts in 2015. About 63% of that is potentially recoverable by savvy online retailers.An abandoned shopping cart does not automatically translate to a “lost sale,” because 3/4 of shoppers who have abandoned shopping carts say they plan to return to the retailer’s website or store to make a purchase. Initial emails, sent three hours after a consumer abandons a cart, average a 40% open rate and a 20% click-through rate.Only 15% of retailers are currently sending at least one product page abandonment reminder email, and just 5% of those send a series of two reminders.

Tips for Reducing Cart Abandonment and Bringing Shoppers Back:

• Use email retargeting
• Display everything possible about extra costs
• Provide full disclosure on shipping details
• Send an email immediately after the customer abandons
• Get rid of sign-in barriers
• Make the cart easy to edit
• Add chat or phone support options on the checkout page
• Add SSL (Security)
• Don’t force registration before the sale has been made
• Give shoppers the freedom of a “Save for Later” button