How to Boost Checkout and Reduce Cart Abandonment

By Paul Terry

June 17, 2020


Ecommerce companies can have many different goals depending on product type, target customer, price point, and so much more. But, two goals all ecommerce sites have in common are boosting checkout and reducing cart abandonment. Recently we did a webinar walking through some strategies for improving these common KPIs and you can find the full webinar below. In this blog I’m going to list some great strategies for getting customers to checkout without leaving items behind.

Ideas to Optimize Your Cart for Boosting Checkout and Reducing Cart Abandonment

  • Underscore your Value Proposition: Why should customers buy this item? This is your time to convince them not to leave any items behind.
  • Add trust / security logos: Your cart page is the time for you to build trust with your customers. What can you include here to assure that your checkout process is secure?
  • Promote delivery cut offs: Does your customer qualify for free delivery? Could adding an item qualify them for free delivery? This is the time to communicate.
  • Allow all buying info and options (quantity, gifts, stock, store pickup, expedited shipping, etc): Try allowing customers to view all of their options and switch between them.
  • Highlight missed offers: If your customer is missing out on a deal now is the time to remind them.
  • Promote companion products and free shipping thresholds: You may want to A/B test some product recommendations in your cart for items that go with items already in the cart.
  • Promote In Store Credit Card: Right before purchase is a great time to promote a store credit card.
  • No Surprises in Checkout!: Make sure that all information they may need is visible and clear in the cart.

Ideas for Form optimization In Checkout

  • Remove optional fields: Audit the information you collect and figure out what you need and what is just nice to have. From there, see if removing fields increases checkout.
  • Alignment of support text: Fine tune your design so customers see what they need to see without getting distracted.
  • Error messages inline vs on the click to next page/step: Errors happen. Test where you should announce errors so that users don’t abandon their carts.
  • Supply helpful formatting: Make your flow as user friendly as possible. To do this you’ll need to test whether your customers respond better to more or fewer pages and types of forms.
  • Deal with any password/login issues locally/within the checkout screen (versus taking them to another screen). Deal with any account signup requests after the purchase.

Get more ideas and check out the full webinar here:

To learn more about SiteSpect, visit our website.


Paul Terry

Paul Terry

Paul Terry is a SiteSpect Consultant in Customer Support, guiding SiteSpect users on the road to optimization. He has over 15 years experience in optimization, testing, and personalization. He is based in Duluth, Georgia.

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