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How to Reduce Cart Abandonment

2022 08 04 How to reduce basket abandonment 1

The Simple Secret To Reduce Cart Abandonment and Boost Sales On Your E-commerce Store Most Marketers Overlook.

Google and go

There are various reasons customers load their baskets in ecommerce stores only to abandon them. But why? It doesn’t happen in stores. Perhaps it’s because you don’t have to get into a car, find parking, put up with queues or deal with loitering families when you do shop online. Be that as it may. It costs the online retail industry billions of pounds every year. How prevalent is it? According to Dynamic Yield, on average, 71,01% of carts are abandoned yearly. That’s a big whack! Multi-Brand retail cart abandonment was as high as 86.2% in June 2022, with mobile devices accounting for 76.56%, tablets 62.86% and desktops 61.5%. It’s clear that shoppers Google and Go if a site, shipping costs or checkout processes don’t meet their approval. 

Let’s look at some hurdles shoppers face online. 

Clarity, speed and ease

Your whole site should keep this in mind. Make everything so clear that a first grader can understand, faster than Flash Gordon, and so easy to use that even your grandmother knows what to do. Don’t wait until the checkout page to communicate shipping costs. State it on each product page and offer various shipping options on your checkout page. Some people want their goods the next day and don’t mind paying for them. Others will wait if they pay less. Cater for everybody. 

If you sell fashion items, give customers access to a size guide on each product. There is nothing more frustrating than digging to find out if something will fit or not. And make the guide clear and straightforward. State UK, EU and US standard sizes with their measurements in both inches and centimetres. The easier it is to use, the more products you’ll sell. 

Contact options

Everybody has woken up to the fact that you must collect potential leads through contact forms and subscriptions to newsletters. It has become the spam of ecommerce. Before you even know what a site is, they want you to subscribe. Why? What on earth will they do with buckets of email addresses of customers who need to fill in the subscribe form to gain access to a site? It makes no sense. Offer subscribe options after someone successfully bought something. Thát qualifies as a lead because they’ve already converted. Speaking of subscriptions, why don’t ecommerce stores offer customers various communication options? If a customer clicked on a paid ad on Facebook or Google, why offer them a newsletter? Why not add them to your targeting lists on Facebook as a custom audience, or at least offer the option? Surely that’s where you’ll find them again? Think beyond the obvious to show customers that you understand them and that they can trust you to serve their needs seamlessly. 

Saved items 

Offer options to save products on a wishlist or under ‘saved items’. Customers often use their shopping carts to save items. Just because they’re buying online doesn’t mean they’re not comparing prices, quality, and shipping costs with other sites. Don’t forget about those customers who bought items. They might want to come back later to reorder. Show the cart content under ‘bought’ or ‘previous orders’. 

Check out your checkout forms 

The purpose of checkout forms is precisely that. To check out. Not to give you reams of information you might want to use in future marketing campaigns. Not to boost your subscriptions. So stick to what they’re meant for. Gather the minimum information you need to complete the purchase and get on with it. After shoppers have converted, you can offer them all the bells and whistles like newsletters and discount vouchers if they subscribe, rate or share their experience. Make it worth their while, and they will take you up on your offers. 


You can do everything right and still lose the sale if your payment page looks dodgy. If there is a hint of possible fraud or anything suspicious, it’s like a red rag to a bull. They will be out of there before you can serve a pop-up that says, “Wait.” A well-designed, simple and smooth payment page with various payment options like PayPal, ApplePay, Google Pay and EFT transfers builds trust with shoppers. If you have security certificates from VeriSign or Norton, display them. 

Most importantly, choose a payment provider you can trust. Truevo offers flexible payment solutions, for multiple channels, in over 150 currencies. You can easily set up fast payments with complete security in both local and global markets. We can’t wait to make shopping seamless with you.

Nick Dobson
Nick Dobson
Head of Sales at Truevo Payments
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Disclaimer: This content has been written for informational purposes only. It should not be construed as legal or business advice.

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