Cart Abandonment Prevention
Cart abandonment prevention is acting before a shopper leaves a cart unpurchased, so the sale is kept from being lost in the first place.
Prevention is distinct from recovery. Recovery tools (see abandoned cart recovery) act after a shopper has already left, typically through a follow-up email or text sent later. Prevention acts while the shopper is still on the page, addressing whatever is stopping them from checking out before the cart is ever abandoned.
Common levers used in prevention include a real-time offer, reassurance about a specific concern the shopper has — shipping cost or return policy, for example — or reducing the friction of completing the purchase. Which lever fits depends on the store and on why its shoppers are actually leaving.
Prevention is measured differently from recovery. Recovery is judged on how many already-abandoned carts it wins back afterward; prevention is judged on how much abandonment it stops from happening in the first place — the metric used for that is prevention rate.
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