Why People Leave Without Buying (And How Much It Costs You)
If you run an online store in Brisbane, you know the frustration. You pay for ads, you work hard on your social media, and you finally get someone to your website. They look around, they pick out an item, they put it in their cart... and then they vanish.
In the industry, we call this 'cart abandonment'. In plain English, it means someone walked into your shop, picked up a product, walked to the counter, and then suddenly dropped it and ran out the door.
Data shows that roughly 70% of people who add an item to a cart will leave without paying. If you’re doing $10,000 a month in sales, you are likely leaving another $20,000 on the table simply because people got distracted, their phone rang, or they weren't sure about the shipping cost.
This isn't just a 'marketing problem'; it’s a massive hole in your bucket. Fixing this is the single fastest way to increase your profit without spending an extra cent on Facebook or Google ads. We’ve seen businesses in suburbs from Chermside to Coorparoo double their daily takings just by setting up a simple automated system to remind these people to come back.
The Psychology of the 'Almost' Buyer
Most business owners think that if someone didn't buy, they weren't interested. That’s rubbish. If they put an item in their cart, they are highly interested. They are your warmest possible leads.
Common reasons they leave include: Unexpected costs: They got to the end and saw a $15 shipping fee they didn't expect. Distractions: The kids started screaming, or they arrived at their bus stop. Comparison shopping: They wanted to see if the shop down the road had it cheaper. Technical glitches: Your site took too long to load or didn't work right on their phone.
By setting up a sequence of three simple emails, you can win back 10% to 25% of these lost sales. That is pure profit sitting there for the taking.
Step 1: The "Did You Forget Something?" Email (Sent within 1 hour)
Timing is everything. If you wait 24 hours, they’ve already bought it from a competitor or forgotten why they wanted it in the first place. You need to hit them while their interest is still high.
The Goal: Be helpful, not pushy.
I’ve seen dozens of Brisbane retailers make the mistake of offering a discount right away. Don't do that. You’re just throwing away margin. Most people just need a nudge.
What to say: "Hi [Name], we noticed you left some items in your cart. We’ve saved them for you so you don't have to find them again. Click here to finish your order."
Include a clear photo of the product they were looking at. This reminds them of the 'want' they felt. When you look at measuring ROI, this first email is usually where 60% of your recovered revenue will come from.
Step 2: The "Address the Hesitation" Email (Sent 24 hours later)
If they didn't buy after the first reminder, there’s a reason. Usually, it's a lack of trust or a question about the product.
The Goal: Build trust and answer questions.
This is where you show off your local reputation. Mention that you are a family-owned Brisbane business, or highlight your 5-star reviews. If you offer a 'no-questions-asked' return policy, shout it from the rooftops here. People want to know that if they spend their hard-earned money with you, they won't get ripped off.
What to say: "Still thinking about it? We’re a local team here in QLD and we stand by our products. Here is what other customers are saying..."
By focusing on email platform costs, you’ll realise that sending these automated messages costs you almost nothing per person, but the return is massive.
Step 3: The "Final Chance / Discount" Email (Sent 48-72 hours later)
Now is the time to pull out the big guns. If they haven't bought by now, they probably aren't going to unless you give them a reason to act now.
The Goal: Create urgency and offer an incentive.
This is where you can offer a small discount (like 10% off) or free shipping. But—and this is critical—make it expire. Tell them the code only works for the next 24 hours.
What to say: "We really want to get this to you. Use code SAVE10 for 10% off your cart, but hurry—this code expires tomorrow."
What to Avoid: Don't Be a Nuisance
I’ve seen some 'experts' suggest sending 7 or 10 emails. Honestly? That’s a great way to get marked as spam and have Google hate your domain. In the Brisbane market, people value their privacy and don't like being hounded. Stick to three emails. It’s the 'sweet spot' for results without being annoying.
Also, make sure your emails actually make sales by ensuring they look good on a mobile phone. Most people in Queensland are browsing your shop while waiting for a coffee or sitting on the train. If your email is hard to read on a small screen, they’ll delete it instantly.
How Much Will This Cost?
If you do it yourself, it will cost you the monthly fee of your email software (usually $30-$100 depending on how many customers you have) and a few hours of your time.
If you hire an agency like Local Marketing Group to set it up properly, you’re looking at a one-time setup fee. The beauty of this system is that once it’s built, it runs forever. It’s like having a salesperson who works 24/7, never takes a holiday, and doesn't ask for a commission.
How Long Until You See Results?
You will see results the very first day a customer leaves their cart. There is no 'waiting period' for an algorithm to learn. It’s a direct trigger. Someone leaves -> an email goes out -> they buy.
Your Action Plan
1. Check your numbers: Look at your website dashboard. How many people added to cart vs. how many bought last month? 2. Draft your three emails: Keep them simple. Plain text often works better than fancy designs because it feels like it’s coming from a real person. 3. Set up the automation: Most platforms like Shopify or WooCommerce have this built-in or available via a simple plugin. 4. Test it: Go to your site, add something to your cart, leave, and make sure you get the email an hour later.
If you’re too busy running your business to mess around with email settings, we can help. At Local Marketing Group, we specialise in getting Brisbane businesses more sales without the fluff.
Ready to stop leaving money on the table? Contact us at Local Marketing Group and let’s get your sales moving.