Abstract: A seller of online merchandise reduces the number of incomplete transactions by offering incentives to consumers to complete transactions. When a consumer adds an item to an online shopping cart, a monitoring page is opened in the consumer's browser. If the consumer abandons the shopping cart, for example by closing the browser window or navigating away from the seller's web site, the monitoring window is maximized and redirected to an offer page. The offer page presents the consumer with an incentive to purchase the items abandoned in the shopping cart. If the consumer accepts the incentive, he is redirected to a page where the order is completed. Incentives may be offered in some embodiments to customers who view an item and leave the site, even if the item was not actually placed in a shopping cart.