How to prevent check-out abandonment in E-commerce

The virtual reality of internet comes with the comfort of anonymity. We believe to have the right to be critical and choosy. Often the ease of information flow acts as an opportunity for extensive browsing for all our decisions. Google always knows best!

Along with content searches and social networking, 70% of us spend on average about 5% of their time searching and buying products. The striking fact is that e-commerce websites suffer from over 33% bounce rate. Presumably majority of these cases are customers in browsing phase trying to compare products from their wish list. Surprisingly, the average bounce rate of the shopping cart is over 68%. Majority of those cases are caused by lack of clarity of information and malfunctions on the website.

Users mostly complain about lack of transparency of the product and delivery costs, as well as inconvenient checkout. About 17% of users fill in the cart to conduct their research about pricing of the product. It doesn’t mean however, that they will not purchase the product at later stage. All mentioned triggers to leave the shopping cart are worth studying to get the customer back. The mentioned 68% of cart abandonment means about $4 trillion loss in revenue, which is significant amount.

Mobile devices — the tool for exploration, not the purchase

Mobile devices became the window on the world of truth created by cruel netizens. If you think that mobile traffic contributes largely to the sale in the e-commerce business, you will be surprised. The mobile and tablet traffic on the shopping websites accounts for 43% of the entire traffic. Surprisingly, it only contributes to 26% of revenue. In most of the cases the users are only comparing products from the shop with the online offer. The actual purchase happens on the desktop device.

This doesn’t mean however, that the customer is lost, most probably he is just using the mobile device as an additional step in the decision process. Therefore it is vital for the online shops to accept the new tendency and build their mobile website version appropriately. First of all the pricing and description of the product should be clearly elaborated. There is no need to ask the customer for extra steps such as account setup, before the customer gets the clear idea about all product features and full pricing. The crucial action customers wants to take is exploring the product. It would be useful therefore if you would allow them to get a clear notification about good deals assigned to the product. Equally important are shipping prices and possibility to add the item to the wish list.

Key information — final price

23% — 28 % of the cases leave the shopping cart due to unexpected shipping cost. In the era of high information flow, the lack of price transparency will only put off the customers instead of encouraging them to purchase the product. There is no way to hope that someone will buy a product only because it’s already in the shopping cart.

Making the customer going through complicated process of purchase will only disturb in making the actual decision. Wouldn’t it be easier to provide the buyer with the order calculator providing exact info about shipping? 45% of shoppers add the product only to view the final price for the order anyway. In 4% of cases the buyer leaves due to lack of express shipping availability. No company can avoid customers basing their decision on prices. It’s more efficient to give the full information on front to make the truly interested customer go through the checkout quicker.


Would you give any details to your website being in a position of your customer? It’s the main aspect to think about when designing the e-commerce website. 16% of the cases when the customer leaves the cart without the purchase is due to doubts about the security of the payment. There are various reasons that lead towards the lack of trust. The users at first get the general feeling of the website design, if it doesn’t fit into their picture of a trustworthy (familiar to them) service, they will subconsciously decline the purchase.

60% of users who left the checkout claim that the main reason for that was being asked for personal information. This might be caused by either no trust for the unprofessional looking website or often mentioned lack of clarity about what the data is used for. In this case it might be useful to introduce more transparency of personal data usage and clear statement about setting up an account. Apparently, setting up a new account stops 22% of the people from the purchase. Most of them think their email is used for spamming and sold for marketing purposes. It is important to clearly explain why their data is essential to us. In case the account sign-up is not their thing, let’s give them the right to choose option without account setup.

Checkout process — it’d better be short!

9%-12% of the abandoned cart cases come from unclear and long checkout. Nearly 60% of them are due to excessive amount of fields on the forms and the request for the same information more than once. You can avoid it by creating a clear linear checkout process, where the customer has no doubts about the information he needs to fill in.

Some of the customers did complain about misleading labels at the form fields. Simplification of the form and clear description are vital aspect to remember. It could also fix the 16% of cases when the user quits the checkout process due to lack of go back option. It doesn’t mean he will not return to finish the order later. Although, the longer the checkout, the more likely it is that he will end up leaving the website.

No Facebook sign up button bothered 5% of the customers who left the cart without the purchase. It clearly indicates how important it is for customer to shorten the time spent on filling the forms and checkout.

You can easily fix the issue with complicated forms and long checkout by means of Intouch Sign-Up Button. It allows the customer to skip the long sign-up form. One of the additional profits is the clear knowledge of what his data was used for by the company. It can immensely reduce the safety doubts. The Intouch Button will propagate the information required by the company straight away to their database. At the same time it gives the customer a clear description of the data collection purpose. The customer can also modify his current contact details status whenever feels like doing so. The changes are going to be automatically updated with all the companies he connects to.

You can gain the speedup of the checkout process, clean data and customers feeling safe. Check for more information.

Originally published at

by Ewa Mlynarska - Marketing Manager at and PhD Researcher at The Insight Centre for Data Analytics.

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