“I click ‘add to basket,’ and afterwards I see five suggestions for jeans that are showcased beneath my original product. I pick a pair of ripped skinny jeans that complement the urban turtleneck. Now it’s time to stop shopping around and actually make the purchase, so I click on the basket in the right corner and start to enter in my personal information (name, address, and email). As I’m typing in my information, suddenly my eyes spot something else in the checkout process that forces me to leave the entire process without any hesitation.”
- Mathias Larsen, 28-year-old, online shopper

Jun 1, 2018 · 12 min read

69,23% of all online shoppers end up leaving their shopping cart when they are about to buy from a commerce site.

“That’s like walking into a grocery store and seeing seven filled carts just sitting there, abandoned, near the check-out…while only three people walk out with groceries.”
Joanna Wiebe, copyblogger

So why is this happening? What do online shoppers experience on an e-commerce site, on your Ecommerce site, that damaged their desire to buy from you?

This blog post will inform you of:

  • Why your customers are leaving their carts on your e-commerce site
  • 11 check out strategies that you can start with if you want to improve your conversion
  • 11 examples from companies that are already implementing these strategies

Improve your check-out page with this helpful and specific checklist to increase conversion rate.

1. Use a single-page

A single page checkout gives your customer a quicker overview of the checkout process, and potential customers can see the whole process on one page. That means your customers will be aware of the next steps and they can see when they are done with the checkout process.

If your customers can’t see all the steps in one page, they might get bored or frustrated because they don’t know, when they would be finished with their mission. Make the process clear for your customers to increase their motivation to buy at your e-commerce site.

Vibholm is using a single page checkout, with all 5 steps on the same page. On a multiple page checkout, there is one step per page, meaning there are five pages for five steps.

An example on Vibholm’s checkout flow with 5 steps at the same page.

A study of single page´s checkouts has also shown that the less clicks there are in the checkout flow the higher your conversion rate will be.

2. Provide an optional Social log in

Most people have several accounts and passwords for different sites like one’s social media, bank account, newspapers, email addresses, etc. Feel free to enlighten if this isn’t correct. And the few passwords that we actually seem to remember are the passwords for Facebook, LinkedIn,and so on. Right?

With a social login with Facebook, Twitter or Google on your e-commerce site, your customers avoid to make a new account and they have no extra password to remember. They are also more familiar with the user journey.

Stylepit is an example of an e-commerce site that uses social login.

It oftens turns customers off when they are forced to create a new account. So the easiest choice when it comes to login options is to use Facebook or another social profile to log in with.

According to CXL, 86% of users report being bothered by having to create a new account on e-commerce sites. Social login implementation is not just helpful for your customer, it usually increases overall conversion rate with 15–20%.

3. Don’t force your customer to register

A social login is good, but a check out flow with no registration is better. By checking out as a guest, your customers will experience a smooth process because they can start the checkout process immediately and just typing the information, that is needed. A checkout page with a registration is extra work for the customer, and it takes more time for the customer to complete.

ASOS is an example of an e-commerce site who doesn’t force its customer to register before checkout.

More than 25% of people would leave their shopping basket if you force them to make a new account. So should you have registration at all?

A registration option is relevant for customers who are experienced shoppers, those who shop several times a month. This is beneficial to these shoppers because their personal information like address and payment details are saved in their account.

The best-case checkout scenario combines guest checkout and an option to log in with one’s social media. This is a good solution for any e-commerce site that wants to make the process smoother for all shoppers, and would like to avoid the 35% of people who drop off from the shopping cart when they are forced to create a brand new account.

4. Offer freedom of choice

Are you giving your customers the freedom of choice in your checkout?

With a flexible delivery option, your customers are able to choose the delivery time and delivery location. If you want to make online shopping easy for your customers, you should allow them to:

  • Decide for themselves to have the order delivered to their home where the package can be placed in the garage or greenhouse
  • Choose between several nearby locations for instance should it be possible for your customers who are living 100 meters from a local supermarket to pick up the orders.
  • Choose a fixed date for delivery — this benefits your customers, so they can get their products as soon as possible if they are in a hurry or so they can postpone the delivery because they are on a vacation or away for the weekend.
Online Mode is an example of an e-commerce site who is offering flexible delivery options.

According to Postnord, 76% of people in Denmark want to be able to decide for themselves where their orders should be delivered.

Half of online shoppers abandon an online purchase due to lack of delivery options. You can avoid this by offering a quick delivery option, with the package arriving in 1–2 days. But if you want to go a step further beyond quick delivery, you should offer free delivery, where you can arrange a time and place when the customer can pick up the package.

5. Help your customer immediately

Some customers may have questions regarding product size or delivery time on the weekends while they are checking out.

Instead of sending an email or calling customer service, it is easier to have a chat option in the right corner of your site. When a customer writes a message in the chat, “hello, can you help me with something?,” customer service can give them a solution to their problem almost immediately. If the customer is unable to receive an answer when they are ready to buy, they will properly go somewhere else or stop entering their information and close the window.

Implementing a live chat option on your website does involve longer service hours, including longer evening and weekend hours, but accommodating to your customers’ needs can only be a good thing.

If you want to push your customer further down the buying funnel and increase customer service through an immediately response, — a live chat is necessary on your e-commerce site. A study shows that a live chat has a positive outcome with an increased conversion rate around 20%. The same study also lists that customers who use live chats are three times more likely to make purchases versus the customers who don’t use the chat.

AVEZU is using a live chat in checkout, where they can help their customer in any time of the buying process.

6. Create trust with Social proof (AirBnb)
Everybody knows the power of social proof. If you would like to try a new restaurant, you most likely will ask your friends and family if they have been there before. And if you are shopping online, you probably look at product reviews from recommendation sites like Trustpilot, tripadvisor or maybe even social media.

Studies show nearly 70 percent of online consumers look at product reviews before making a purchase. It is crystal clear that your online customers want proof from others and third parties, and not your brand. Social proof in checkout reduces your customers’ doubts and helps them move forward in the process with less concern.

By displaying product reviews and ratings, you are showing credibility to a wide audience and it also helps to establish a more emotional connection with your customers. According to Reevoo, reviews result in an average 18% growth in sales.

In addition to ratings, there are other methods of social proof that will work for you to increase conversion in check out. Other methods can be to show:

  • The numbers of people who have bought this product
  • Testimonials from users
  • Numbers of products left
  • How many people are currently watching a product

Which webshops have you chosen here Anastassia?

7. Let shoppers save their products for later

Let’s say a customer on your webshop is looking for the perfect sundress. After searching around for dresses on many different sites, she finally finds that perfect summer dress with red and black flowers. She finally decides to make the purchase, but as she’s checking out, she realizes she can’t afford to go through with the purchase at that time. Regardless of the reason why, she may forget about this dress in the future and go elsewhere to buy a dress.

This is where a “save for later” or “wishlist” option comes in handy, where the customer does not have to begin the checkout process, but can save the product and make the purchase later.

And according to the study most people are doing the last thing. These Studies show that six to eight out of every ten customers on your e-commerce site will abandon their basket without ordering. With a “save for later” option, you are able to turn these “maybe laters” to customers who are willing to buy the product in the near future. If you can’t get your customers to buy now, you should definitely give them a second option unless you want them to leave your site with no reason to come back?

When your customers return to your Ecommerce site to take a further look or their saved items, they are more likely to buy from you if you have had any ‘saved item’ option. With a ‘saved items’ option your customers can find exactly, what the are looking for in seconds. And at last a “saved item” feature boosts your conversion rate of (7,23%.)

In the right corner, there is a ‘save for later’ option in Zanca Sonnes checkout

8. Remind the customer about the good stuff

To convince your customers to make a purchase, you can use social proof to give them an idea of how satisfied past customers were with a product through stars and comments about that product.

By informing customers early on about the different delivery options available to them, they will be more likely to place their order on your site as opposed to other stores that are selling the same product. Differentiating yourself from other e-commerce sites can be the reason for customers to choose you over other similar sites.

You decide what makes you better than the others — whether that be customer service, different payment options, delivery options, or your great return policy. Don’t do what everybody else does, you must do something better. Create a unique space in your customer’s mind that is reserved just for you.

My Trendy Phone is using social prrof in their checkout flow

9. Keep the checkout process short

Most e-commere sites have a check out flow with 5 steps. And if you are in an physical store, the checkout is much shorter. In a physical store, there is just one step, and it is to pay. So the key is to keep the checkout process as short as possible, with no more than five steps.

Think only about what is necessary in the checkout. Focus on what you need to have, and not what is nice to have. From the e-commerce perspective, it is great to have the customer create an account before they checkout. But not from your customers’ perspective, as it’s the second biggest reason why they abandon their basket on your Ecommerce site.

To ensure a smoother process, you should make an overview of the necessary steps. Your customers can then see how many steps there are, what each step is about, and where they are in the process. Customers prefer a check out with numbers and steps because it helps them to understand and reach their goal.

Bahne is an example of an e-commercesite with a smooth check out procces.

To shorten the checkout process, you can work on both steps and form fields. On average there are 14,88 form fields in check outs. Most e-commerce site can experience a 20–60% reduction in the number of form fields. The most ideal checkout flow has 7 form fields and 12 form elements.

If you want to prevent some of the 27% of potential customers who abandon their carts on your e-commerce site, you should analyze your checkout process to see if you can make it faster and more transparent for your customers.

10. Stop lying to your customers

When your customers expect something and get something else, they feel like they are being cheated. For example, a customer may feel it’s unfair when he or she is expecting to pay 500 DKK for a product, and the total goes up to 540 DKK with delivery at the end of the checkout process. Your customers may also feel cheated if your e-commerce site promotes “free delivery!” but then later find out it’s for 500 DKK or more.

Trendday is a webshop that is a good example of how to display their offer of free shipping, while making it clear of the minimum purchase of 499,00 DKK.

You might think that most customers do not care about extra charges, but they do care. Why? Of course your customers don’t want to pay any extra money for their order, and it’s even worse when customers are not made aware of additional charges from the very beginning.

This study shows that free shipping was the most important USP, unique selling position, for online shoppers. So it’s important to cater to your customers’ needs, meaning free shipping, in order to increase purchases and customer satisfaction.

A huge focus on transparency in your communication or better free delivery will certainly help you to convert some of the 61% that abandon their basket on your e-commerce site.

11. Enable different payment options

The last step in the checkout includes payment. Having the right payment options is crucial for how customers choose where they want to shop.

One customer may prefer an easy payment method, another may prefer a safe method, a third may prefer a more traditional method, and a fourth may prefer a flexible method.

By offering different payment methods with different purposes, your customers are able to find that payment method that fits their preferences while shopping online. If a customer is looking for a new watch but it’s maybe too expensive, he or she is more than likely to wait to make the purchase at a later time, or even go to another site that has a better price.

A payment option that allows your customer to postpone the payment to the next month, meaning buy now and pay later are more likely to make a purchase on your e-commerce site.

Another example could be a customer who is in a hurry, and are almost ending the check out and would like everything to go easy and fast because he has a appointment in 5 min. If he has the opportunity to pay with 2 steps instead of paying with his credit card, where he has to enter alle the card information, he is more likely to make the purchase because this payment method fits his need, when he is in a hurry or in general like things to be easy and smooth.

Make your checkout page ready for users and give them a reason to buy on your webshop. Think more about what your customers want, instead of what you want. If your customers feel cheated, unsure about their product choice, or if they can’t get an answer on an important question, they will leave your site and shop elsewhere. Feel welcome to share your experiences with cart abandonments on your e-commerce site.

See how a flexible payment method can increase your conversion rate here


We want to help you to make online shopping easy and flexible for your customers. And we want to give you specific advice on how to choose the most important things to focus on at your website.”


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We want to make online shopping as easy and transparent as possible for you and your customers.


We want to help you to make online shopping easy and flexible for your customers. And we want to give you specific advice on how to choose the most important things to focus on at your website.”

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