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Our Top Tips for Reducing Cart Abandonment

January 19, 2022 Published by

What is cart abandonment?

In ecommerce, cart abandonment rate refers to the difference between the number of initiated transactions and completed transactions. For example, if you had 100 users visit your website and add items to their cart, but 70 of those users left the website without completing your checkout process, you’d have an abandonment rate of 70%. The cart abandonment rate for individual ecommerce websites varies, but the industry average is approximately 69%.

What causes cart abandonment?

There are several reasons why shoppers choose to abandon carts. But in most cases, the reason boils down to a checkout process with a sub-par user experience (UX). In a behavioral survey of 1,300 online shoppers conducted by ecommerce technology company, Namogoo, 75% cited the importance of an “easy checkout process” for a desirable shopping experience. Typically, the following UX issues have the greatest negative impact on cart abandonment rates:

  • Complicated, lengthy, or multi-step checkout process
  • No option for guest checkout
  • “Surprise” information (e.g. inconvenient delivery timing, or costs that aren’t revealed until the end of checkout, like taxes or shipping)
  • Limited payment options
  • Privacy or security concerns

Basically, the name of the game when it comes to reducing cart abandonment is simplicity. Customers often quit when an element of the checkout process is either annoying or frustrating. But if you can speed them through checkout with simple steps, customers will be less likely to abandon their carts. When evaluating your website and checkout process, keep the following tips in mind for reducing cart abandonment.

Ways to reduce cart abandonment

Simplify your checkout process

First and foremost, make your checkout process easy to complete and keep the design as clear as possible. Cluttering your checkout with multiple pop-ups, recommended products, and hyperlinks distracts customers from actually completing the process. While its fine to have pages on your site with more than one call-to-action (CTA), the checkout should only focus on checking out. If possible, condense the checkout into a single page that is structured to clearly guide shoppers through the process of finalizing their order. Save other CTAs for the “Thank You” page instead.

Delay new account sign ups

Most customers see forced account creation as an inconvenience. While account creation helps you collect information about your customer base, the process adds more steps to what needs to be the simplest part of your ecommerce site.

Instead of requiring account creation, consider alternatives like Guest Checkout and/or social media login functionality. After the order is processed, you can send a follow-up email urging the customer to create an account.

Implement autofill on form fields

By streamlining the process of inputting information, you can speed up your checkout while demanding less effort from your customers. Incorporating autofill features into your forms accomplishes this while also reducing the amount of errors that come from manual user input.

Highlight support & security features

Alternative payment options, like Google Wallet, PayPal, and Amazon Payments, are designed to speed up the checkout process by bypassing the typical form fields required for credit card payments. Additionally, the more payment options you can accept, the more customers you can cater to.