Decrease Abandoned Carts October 2013

You spend a huge amount of time creating emails that persuades Sandy Shopper to opt in. Then, you craft an amazing email that inspires Sandy to click to a landing page where your marketing skills are again displayed, and Sandy adds your product to her cart. Then, nothing. Why? What can you do to avoid this scenario?

The majority of consumers have abandoned an online shopping cart without completing their transaction, according to a Forrester study. You cannot eliminate cart abandonment because too many factors are out of your control. The good news is you can reduce abandonment.

Be upfront about shipping costs and information

The top reasons people do not complete their transactions is because ???shipping and handling costs were too high??? and ???shipping and handling costs were listed too late during the checkout process.??? It is important to be clear and upfront about shipping costs and times.


Shopper Anxiety is especially high when a user is in the checkout process making a purchase. Information related to payment security, guarantees and shipping / return policies should be readily available during the checkout process. Anticipating and overcorrecting shopper anxiety where it occurs in the purchasing process will result in completed transactions.

Customer Registration in the Checkout Process

Many customers exit the buy process when prompted to register with the site. They are tired of creating accounts and passwords. One way to get around this is to have a guest checkout and offer to create an account for them after they have completed their purchase.

Make It Fast and Simple

The longer it takes to complete a form, the higher the probability of an abandoned cart. Reducing the length and difficulty of the process will increase your conversion rate. Some simple ways to do this:

1. Keep the number of fields to a minimum; only ask for what you really need.
2. Use the ???Same as billing address??? checkbox for the shipping address.
3. Use a clean and simple layout with left-aligned and clearly labeled fields.
4. Use a progress bar to visually indicate where the customer is at in the process.
5. Explain confusing or difficult fields with a tool tip. E.g., ???

Save Carts

While you have little to no control over when a user will be ready to purchase, you can save their cart, allowing them to return at a later time to easily make the purchase.