10 Tips to Convince Your Customers Not to Abandon Their Shopping Cart


Picture the scenario: you’ve spent countless hours designing, optimising and testing your e-commerce store. You switch it on, then go online to check your site analytics, only to see that customers are leaving their cart at checkout; heartbreaking when you've spent all that time on store setup! Here are 10 tips to convince your customers not to abandon their shopping cart:

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According to Baymard, over 60% of online shoppers abandon their carts without making a purchase and most won’t return to your store if you don’t incentivise them.

Shopify explains that there are four checkout conversion killers. These are

  • low-key shopping cart button
  • slow shopping cart
  • disruptive registration and
  • high shipping costs.

Here, we’ve listed some of the smartest ways to motivate your customers to complete the sales funnel and return for more. 

1. Build a responsive website

It’s important your website is mobile-friendly to enable shoppers to enjoy a memorable experience when browsing your online store. 47% of online shoppers expect your website to load in two seconds. Therefore, if your site isn’t mobile-friendly - or loads slowly - visitors will soon lose interest.

2. Create a branded checkout

Beyond a well-designed online store, branding is essential for success. A branded domain creates consistency with your logo, ensuring uniformity throughout your social media platforms, marketing campaigns and website. Avoid confusion by creating an integrated shopping cart with your branded domain, so customers won’t think they’ve left your site.

Recommended reading: 8 Instagram Tools to Boost Your E-commerce Sales

3. Make your shopping cart button easily visible

There is so much content online fighting for the attention of prospective shoppers. Sometimes, they pick items, move to the next tab and forget about their cart in your store after 20 minutes or so. This mostly happens when the shopping cart button is barely visible and doesn’t draw attention to itself.

Creating a small popup that displays the content of the cart with a ‘Call to Action’ that says ‘Continue Shopping’ ensures the buyer won’t miss the purchase. Alternatively, you can change how the cart count appears, making it more visible. For instance, you could assign different colours to the shopping cart button as the cart count changes.

4. Improve page loading speed

Speed is one of the most important aspects of positive user experience. Don’t give shoppers a reason to leave your store. If it takes up to four seconds to refresh the cart, they could leave. Data from Kissmetrics shows that just a one-second page delay could cost you money in lost sales revenue. So, hire a developer to create a cart using jQuery UI or Ruby on Rails and integrate it into your store.

5. Show cost description and total cost

As customers add an item to their cart, display all extra taxes and fees, such as shipping costs. Transparency is always appreciated; this makes it easier for customers to know what they can afford if the total cost is updated when they add an item. When people are attempting to checkout, don’t ask them to fill any details in order to see the full estimate. Registration should be optional, as it creates trust in the customer.

6. Build trust in your transaction forms

Transaction forms are more than just mere formalities. An amazing product isn’t going to prompt a customer to fill out a lengthy form. Transaction forms are a vital tool for building trust in your brand. When you ask a visitor to fill in a transaction form, you’re asking them to trust you with their personal information, such as credit card and contact details.

Get past their hesitation and inspire confidence by adding trust signals in visible areas of the webpage, preferably as close as possible to the transaction forms. Don’t just use any logo, but display logos from popular brands such as ‘Verified by Visa’, ‘Norton Secured’ and others shown in the image above.

Shopify revealed that 61% of consumers didn’t purchase an item because the website didn’t feature ‘trust logos’, while 75% didn’t complete the sales process because they didn’t recognise the ‘trust logos’.

7. Reduce shipping costs

Customers are always looking for the best deals. Subsequently, extremely high shipping costs will drive them away from your online store. Some consumers won’t mind paying a little extra for faster shipping to their doorstep, but most would rather go to a competitor with cheaper shipping costs.

Instead of offering discounts, provide free shipping instead. Consumers are happier when they are only paying for the product in question. ComScore reports that 61% of consumers will abandon their carts if it didn’t include free shipping.

8. Simplify the registration process

One of the friction points that causes abandonment is requiring members to create an account before they can make a purchase. Apple and RayBan are some worthy examples of top brands that offer customers the chance to complete transactions with a guest account. So offering guest account checkout is a good way of avoiding abandonment. 

However, customer accounts are also good for your business, you will gather valuable information, you may be able to offer customers similar products in the future, and they can help breed loyalty in customers.

But consumers can see setting up an account as another hurdle. Kieran Ried, Brand Executive at Discount Domain Names posits that “the best way to overcome this problem is to only ask for the bare minimum (in terms of information) and avoid asking the same question twice”. Ried adds that "alternatively, you can offer a sign-in option via their social media accounts, such as Facebook to help speed up the checkout process."

9. Add a progress indicator to the checkout page

Have you ever stood at the checkout in your favourite grocery store while the cashier is asking questions that delay the checkout process? In an online store, this is an unforgivable error. So, eliminate their worries about the prospect of spending more time than necessary by adding a progress bar. This also makes the checkout process easier to understand.

10. Offer a variety of payment options

Customers want to have options where payment is concerned. PayPal is one of the best, because it doesn’t require the use of a credit card. Other options include Visa and Mastercard.

Your goal for your e-commerce store is to eliminate all factors that prevent your customers from enjoying their shopping experience or leaving their cart at checkout. I hope these tips have helped you think of ways to improve your abandonment rates. 

Over to you now. Do you have an online store? What have you done to improve checkout abandonment? Tell us your experience in the comments below. 

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