The Four Biggest Reasons Holiday Season Shoppers Abandon Shopping Carts and Ten Steps You Can Take To Fix That

Learn the hidden triggers of shopping cart desertion, bridge the gap from cart to conversion, and turn abandoned carts into completed holiday season gift buying.

Marcia Hylton | Travel Writer & Move-Abroad Coach

Published in

The Buyer Unlocked

5 min readAug 18, 2023

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The checkout process is the most crucial aspect of any e-commerce platform. It’s the moment of truth. Will the customer go through with the purchase or abandon the cart?

Statistics suggest that nearly 70% of online shoppers leave their carts without completing a purchase.

This article discusses steps to crafting a seamless checkout experience, utilizing the latest innovative strategies to significantly reduce cart abandonment rates. For marketers and entrepreneurs eager to boost their sales, it’s time to take notes.

1. Understand the pain points to address the issue (we first need to understand why customers abandon carts.) Here are four common reasons:

Unexpected Costs — The sudden appearance of shipping costs, taxes, or any other hidden fees can scare customers away.
Complicated Checkout Process — Too many steps or pages can be off-putting.
Forced Account Creation — Not everyone wants to sign up for an account.
Lack of Trust — Customers won’t risk their personal details if the checkout page looks unsecured.

2. Streamline Checkout Design

A. Simplify the Steps

Condense the checkout process into as few steps as possible. Aim for 3–4 concise stages.
Implement a progress bar so customers know how much is left.

B. Use Autofill Functions

Enable autofill options so that customers can quickly populate fields without redundant typing. This is especially important for mobile users.

C. Limit Distractions

Keep your checkout pages free of excess ads, banners, or links. You don’t want to lead your potential customers away from the purchase.

3. Transparent Pricing

No one likes hidden fees. Be upfront about all costs, including shipping, taxes, and other charges. Consider offering:

Flat Rate Shipping — This makes it easier for customers to calculate total costs.
Free Shipping Thresholds — Encourage larger purchases by offering free shipping above a certain amount.

4. Guest Checkout

Forcing a customer to create an account can be a deal-breaker. Always offer a guest checkout option. If you want to encourage sign-ups, offer a benefit such as:

Discounts — A one-time discount for new account holders can be tempting.
Quick Checkout in the Future — Emphasize that account holders can check out faster in subsequent purchases.

5. Multiple Payment Options

Today’s customers have a wide range of preferred payment methods. Ensure you cater to these preferences by including the following:

Credit/Debit card payments
Mobile Wallets like Apple Pay or Google Pay
Cryptocurrencies, if feasible
Alternative payment methods like PayPal or Klarna.

6. Build Trust

Build Trust Four Biggest Reasons Shoppers Abandon Shopping Carts and Ten Steps You Can Take To Fix That

A. Security Badges — Display security badges prominently. These can be SSL certificates, Trust badges, or any other indicator of a secure transaction.

B. Reviews and Testimonials — Positive reviews or testimonials can build credibility. Consider displaying a few on the checkout page.

C. Clear Return Policies — A fair return policy reduces purchase hesitation. Make sure customers can easily find and understand your return terms.

7. “Save Cart” Option

Sometimes, customers just aren’t ready. Allow them to save their cart for later. This can be done by:

Email Reminders — Send a gentle reminder after a few hours or days about the items they left behind.
Retargeting Ads — Use targeted ads to remind customers of their abandoned products.

8. Mobile Optimization

Over 50% of online shopping is done via mobile. Ensure your checkout process is:

Responsive — Adapts to any screen size.
Fast — Mobile users have less patience for lengthy loading times.
Easy Navigation — Big, clear buttons and minimal typing required.

9. Provide Assistance

A. Live Chat — Implement a live chat feature, especially on the checkout page. Quick answers can resolve hesitations instantly.

B. FAQs — A well-organized FAQ section can address common concerns, from shipping times to payment methods.

10. Testing and Feedback

Lastly, keep improving. Regularly test your checkout process, gather feedback, and make necessary adjustments. Techniques like A/B testing can provide valuable insights into what works best.

Reducing cart abandonment is an ongoing process, a puzzle where each piece, from design to trust-building, plays a pivotal role. Embrace these strategies and create a checkout experience that encourages completion and boosts overall customer satisfaction.

As marketers and entrepreneurs, understanding and empathizing with the customers’ perspective is key. So, be proactive, innovative, and always aim for a seamless shopping experience. Your bottom line will thank you.