How to reduce shopping cart abandonment?

So, you’ve invested time and money in creating an enticing and welcoming website; your branding is fantastic; you have great content and, visually, it looks amazing. Your customers are flocking to your site and are filling up their virtual shopping baskets with lots of your brilliant products, but your conversion rate remains low.

Don’t get disheartened; you are not alone. Thousands of businesses have the same issues as you, which is why we have put together our top tips to reduce shopping cart abandonment.

  1. Getting Personal – Think about what personal information you feel that you need to take from your customer in order to process and despatch their order.  If you don’t feel that you would be 100% comfortable about handing over some of your personal details to a business, it’s likely your customers feel the same.
  2. Build Trust – Adding SSL certificates and Trust seals can also increase your conversion rates. Businesses that bear these seals adhere to privacy best practice regarding the collection and use of personal information on their websites and apps.
  3. Delivery – Be clear on what the final cost will be, including delivery, as well as managing expectations on how long delivery will take. Make it obvious and easy to find – answering customer’s questions, before they even ask them, will reduce the likelihood of abandonment. 10% of all online shopping carts are abandoned because of surprise costs further down the line .
  4. Clarity – Tell the customer about your returns policy – don’t make them work for information that can influence their decision to shop with you. 11% of baskets are abandoned because of the lack of information about returns .
  5. Shout about it – Free shipping, free returns, authenticated by trust certification companies? Tell the customer what makes you different. Your products will sell themselves if your pricing and website are attractive. What will keep them on your site is your unique selling points. Simple things like having a check out button that says ‘Pay Securely Now’ can make a huge difference.
  6. Pay the way you want to – 20% of baskets were abandoned because the customers preferred payment method was not available. Let the customer pay the way they want to – there are some great providers out there; shop around to find a provider that will work with you and give you the best deal for your business.
  7. Smooth check out – Make it easy for a customer to complete their purchase. Simple things like allowing customers to check out as guests will help.  Clearing down the amount of clutter at the checkout will also help; remove anything that will detract from what you are asking the customer to do.

So they’ve left you… now what?

You will never be able to win 100% of your abandoned customers back, but there are ways you can entice them to visit you again.

Re-marketing is your opportunity to wow them, to win them over with your products and to highlight the benefits of shopping with your business. You can do this in a number of ways:

  1. Email Marketing – If your customer provided their name and email address then you can re-market the items that they abandoned in their shopping cart. Maybe send them a discount voucher enticing them to make a purchase.  Make the email personal, you have their details so use them.
  2. Web Advertising – Re-targeting lost customers using ad sections of other website will help you stay at the forefront of the customers mind.


Prevention is key to shopping cart abandonment, put yourself in your customers shoes, is the checkout process simple. Have a look at websites that you regularly shop at and have a look at what they do to make it easy for you to make a purchase.

Share this: