5 ways to reduce basket abandonment

It’s no secret that basket abandonment is a huge issue for retailers – the current industry average stands at almost 73%!

This year, more shoppers than ever will be searching ecommerce stores for those perfect Christmas presents, festive decorations, and overindulgent food and drink. With so much choice out there, how do you make sure shoppers buy from you and stop them from getting cold feet at the checkout?

Here are five simple ways to ensure shoppers don’t leave their baskets behind.

Let’s start with the basics…

What is basket abandonment?

Basket abandonment simply means online shoppers adding products to their basket and then leaving the site before they make it all the way through the checkout process. From hidden fees to a lack of trust, there are so many reasons why a shopper may not decide to complete their purchase.

Don’t lose all hope though, there’s plenty that can be done to help reduce basket abandonment.


1. Don’t make your customers jump through hoops to make a purchase!

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We all know that businesses value customer data, but lengthy payment forms and registration processes can make buying something way more tedious and time consuming that it needs to be.

28% of people leave the checkout page because they were asked to create an account. Whether your visitors just want to save time or are wary of giving away too much personal information, give them the option to make a purchase without having to create a username and password. You’ll guarantee to make more sales, and if you provide your “guest” customers with a great service, then they’re more than likely to shop with you again, giving you the opportunity to encourage them to sign them up in the future!

Whilst we’re on the subject of jumping through hoops, keep your checkout process as short as possible. The more pages they have to load each time they click ‘confirm’ or ‘buy now’, the more opportunities you have for something to go wrong or for the customer to get fed up and start looking elsewhere.

2. No hidden fees!

Make sure the price your customers see on your product page is the price they’re going to see at the checkout – minus any discount codes of course!

Try to be as transparent and consistent as possible when it comes to displaying how much things cost across your site. Any hidden delivery charges or booking fees added at the final stages don’t go down well with most customers. In fact, half of all shoppers who abandon the checkout process do so because of unexpected extra costs, such as high postage prices and additional fees.

3. Use trust signals as much as possible

Whether it took an age to turn up, arrived broken or didn’t show up at all, most of us can think of one or two horror stories we’ve had when buying something online. That’s why the more you can do to prove your store is trustworthy and genuine, the more confidence shoppers will have when clicking around on your site.

Customer reviews are the easiest way to start building trust in your brand – in fact 96% of consumers read or use reviews in some way. Displaying reviews, ratings and testimonials from homepage to checkout makes it easy for shoppers to find out more about your business and proves the quality of your products and service – and it’s even more powerful if you can show this feedback is genuine!

It’s also crucial that potential customers know they can trust you with their sensitive information. 17% of people left checkout pages because they didn’t trust the site with their credit card information. Displaying security and verification logos at the checkout helps reassure shoppers that their data is going to be safe when they commit to buying something from you.

Need some tips on how to display your customer reviews across your website? Check out our best practice blog.

4. Keep it simple


Leave all the bells and whistles to your marketing team! Flashy sales banners and additional upsell CTAs are great – but once shoppers get to the checkout, keep it simple!

People get distracted easily, and with so much choice around, you need to focus their attention to get them checked out ASAP. Adding thumbnail pictures of the products can be a nice way of keeping the checkout process engaging, whilst at the same time removing the distraction to go back to the product pages to take another look.

If it looks like the customer is going to leave your site without going through with their purchase, e.g. their cursor is heading towards another tab or closing the window, you can display a popup to try and persuade them to stick with you. A discount code, price match offer or a freebie may just convince them to stay put instead of heading elsewhere.

5. Offer multiple payment options

Letting people pay the way that suits them is the final piece of the puzzle that creates a seamless shopping experience. Credit and debit cards are the norm, but not everyone will want to input those details into your site, especially if they haven’t shopped with you before.

Faster and more secure payment options such as PayPal, Apple Pay and Visa Checkout are popular choices and make it so much easier for your customers to buy from you. You may even want to consider payment option such as Klarna, which allows consumers to spread the cost of their purchases (helpful at an expensive time like Christmas!).

There’s no real excuse for not offering a wide range of payment options, and doing so means you can eliminate a reason for people to abandon the purchase at the final stage.

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