How to stop shoppers abandoning their carts

Every online shop has the same problem: people add things to their cart, then leave without paying. Usually something got in the way, such as a fiddly checkout, a surprise cost or a reason not to trust the site.

These shoppers have already chosen what they want, so they're the easiest sales to win back. Here's how.

Make checkout quick and easy

• Offer guest checkout. Not everyone wants to create an account. Let them buy without one.
• Ask for less. Only ask for the information you actually need to complete the order.
• Use autofill. Let browsers fill in names and addresses, so customers type less.
• Turn on express payment. On Shopify, Shop Pay lets returning shoppers pay in a couple of taps. Other platforms have their own express options.

No surprises on cost

• Show shipping early. Put shipping costs on product pages or in the cart, not as a shock at the last step.
• Use free shipping well. A free shipping threshold, or a free shipping promotion, can tip people over the line.
• Keep pricing clear. No hidden fees anywhere in the process.
• Explain returns. A clear returns policy, and a guarantee if it suits your products, removes a reason to hesitate.

Build trust

• Use HTTPS everywhere. A secure certificate encrypts the checkout and shows the padlock in the browser.
• Show trusted payment options. Logos from well-known payment providers reassure people they're paying safely.
• Have a clear privacy policy. Make it easy to find, and explain how you look after customers' details.

Make shopping easy

• Design for phones first. Most people shop on their phones, so browsing and paying should be easy on a small screen.
• Have a good search. Help people find what they want quickly.
• Organise products sensibly. Group them the way your customers think about them, and make related products easy to find.

Follow up on abandoned carts

• Send abandoned cart emails. Remind shoppers what they left behind, ideally with an offer such as a limited-time discount.
• Offer add-ons. Gift wrapping or accessories at checkout can lift the order value.
• Test your discount codes. Check that discount codes, vouchers and gift cards work together as you'd expect. Some platforms make stacking codes tricky.

Small changes in the checkout add up to more sales. If you'd like us to look over your shop, get in touch.