How to reduce your cart and checkout abandonment rate

June 8, 2023 Sophie Colquhoun

Abandoned carts or checkouts can be for a multitude of reasons - the buyer may need more time to decide or they simply got distracted. In other cases, people can abandon because of their user experience. 

Read on to see all our tips on reducing your abandoned cart rate plus, our Head of Search, Jose De Carvalho has put together a guide on how you can check your abandoned cart and checkout rate in GA4.  

First impressions count

Making sure people can find what they need or want easily
  • Make sure your homepage is as relevant, compelling, and personalised as it can be (personalise for new v existing where possible) 
  • Newness, seasonal bests and core products / categories should take centre stage and think about what is above the fold 
  • Don’t forget Mobile – responsive site formatting and creative should be a priority given the constantly on the go nature of consumer buying / browsing patterns 
  • Display security badges so customers know it is safe to shop with you, especially if this is their first time.  

Make it easy

Once they’ve made their decision, is it easy to checkout?  
  • Navigation should be intuitive – ensure search and filtering options are available and easily seen (if live chat is available then don’t make it hard to find) 
  • Calls to Action need to be clear – Think about the 5 second test. If you’ve designed a page with a purpose or CTA that you can’t identify within a matter of seconds or single scroll, your customers won’t see it 
  • Is your Checkout stage free from distractions, overly complex requirements and preferably working with legitimate interest to capture permissions for those you don’t already hold 
  • Offer different payment options including credit cards, Buy Now Pay Later, and other popular payment providers to cater to different preferences.  

Delivery & Returns promise

Reassure your customer   
  • Think about Free delivery thresholds and returns promises to breakdown those last barriers for the should I / Shouldn’t I consumer 

  • For international, consider your DDP proposition and if in place how clearly is it communicated  

Be persuasive but not intrusive

We know you want their attention but don’t annoy them  
  • Pop ups can be helpful and can ensure you are capturing your customers marketing permissions / keeping them up to date with future incentives to buy but make sure they are not intrusive
  • Try to limit the role of interstitials and site pop ups to only those needed but also when they are fired (Exit intent for example so as not to interrupt the journey unless necessary) 

Testing, Testing 1,2, 3

  Always analyse what is or isn’t working  
  • Landing pages, product imagery, CTAs, offers / popups and timings – test, test, test and keep an eye on high bounce rate or Exit pages within GA to prioritise where to test first 

If you want to find out more about applying your customer data to be more profitable and grow sustainably, join one of our private masterclasses for free here:  

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