5 Ways to Reduce Basket Abandonment

With basket abandonment now hovering around the 76% mark for ecommerce sites, it’s little wonder so many online stores are looking for ways to combat this growing issue.

The lead up to Black Friday and Christmas represents some of the busiest periods for retailers, with plenty of opportunity to boost sales before the New Year. With that in mind we take a look at five ways to help ensure shoppers to your site go the distance and make that all important purchase.

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. With 38% of people now choosing to shop exclusively online and so many sites vying for their attention, it’s easy for people to come and go from sites without ever making a purchase.

It’s not all doom and gloom 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.

According to Invesp, 14% of shoppers abandon their shopping cart because there’s no “guest” checkout option.  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!

When visitors are browsing your site make sure the price they see on your product page is the price they’re going to see at the checkout – minus any lovely 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. 44% of shopper surveyed by UPS said delivery and shipping costs were too high, whilst 22% said that the cost of delivery was provided far too late into the checkout process.

3. Use trust signals as much as possible

Whether it took an age to turn up, turned up broken or didn’t turn up at all, most of us can think of one or two horror stories we’ve had when buying something off the internet. 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 94% of consumers check customer feedback before making a purchase. 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 potential customers know they can trust you with their sensitive information. In fact, according to a study by Baynard, one in five shoppers abandon the checkout process because they don’t feel secure in entering their payment details. Displaying security and verification logos at the checkout help reassure shoppers that their data is going to be safe when they commit to buying something from you.


4. Keep it simple


Leave all the glitz and glamour to your marketing team! Flashy sales banners and additional upsell CTAs are great – but once you have a potential customer in the checkout queue…keep it simple!

People get distracted easily, and with so much choice around, you need to focus their attention to get them in and out ASAP. Adding thumbnail pictures of the products can be a nice way of keeping the checkout process looking good, 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 continue. A discount code, price match offer or a freebie may just convince them to shop with you instead of heading elsewhere.

5. Offer multiple payment options

You might have a good idea of who your customers are and where they come from, but having flexible payment options means you give everyone and anyone the opportunity to buy from you. 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 faster and more secure payment options such as PayPal, Apple Pay and Visa Checkout are becoming increasingly popular.

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


With the average order value for online shoppers approaching £87, you can hardly afford to lose 75% of people who come knocking on your website’s door. Following these simple steps will help you to improve the overall experience you’re giving to your customers but listening and learning from what they have to say can take it even further.

Get in touch with our friendly team to find out how collecting and displaying customer reviews across your site can help you increase conversions and reduce basket abandonment.