The Complete Checklist for Reducing Abandoned Carts on Your Online Store

Thought Leadership provided by Virid

The average eCommerce cart abandonment rate hovers around 70%. Shoppers
abandon carts for a range of reasons including unexpected fees, slow delivery, complicated checkouts, lack of payment options, and security concerns.

Here are proven strategies to overcome these obstacles and grow your online revenue.

Build Customer Trust
Trust is fundamental to conversions. There are several ways to establish it:

• Reduce typos and inaccuracies: A site riddled with errors quickly erodes
  customer trust and can make them less likely to buy.
• Add customer reviews: More than 75% of consumers trust online reviews when making a purchase decision. User-uploaded images add further social proof.
• Display security badges: An SSL certificate and visible payment security
  badges at checkout reassure customers their information is safe.
• Update your site’s look and feel: Outdated web design can also erode trust
  with customers. Your site should reflect your brand values and give shoppers the confidence to buy.
• Be upfront about fees: In 2024, 48% of consumers abandoned their carts due to higher-than-expected extra costs. Don’t surprise your customers at checkout with unexpected taxes and fees.
• Optimize site speed: The longer a page takes to load, the lower the conversion rate drops. There are several ways to optimize your site speed - from compressing images to limiting the number of HTTP requests.

Make it Easy
Reduce friction in the checkout process by removing unnecessary steps for customers. The standard checkout flow is the following: Shopping Cart > Billing Info > Shipping Info > Shipping Method > Preview Order > Payment > Confirmation.

Two-thirds of consumers expect online checkout to take four minutes or less. As you add more steps to your checkout, customers are more likely to get frustrated and abandon their carts.

• Include a guest checkout option: 43% of consumers prefer to use guest
  checkout when making an online purchase.

Ensure site responsiveness: Many online retailers are still not optimizing their sites for mobile devices. Cart abandonment rates are highest on mobile (85.65%), followed by tablets (80.74%), and desktop (73%).

• Include product thumbnails in checkout: Including thumbnails of the products in the cart, along with key specifications like size and color makes checkout quick and easy.
• Clearly display incentives and promotions: Ensure promotional codes are prominently displayed on the site, and the spot to add the code is easy to find during checkout.
• Offer flexible payment options: Providing multiple payment forms, including the option to pay in installments, gives customers the chance to use the payment type that works best for them.

Provide Guidance
Give customers all the information they need upfront to make an informed decision prior to checkout.

• Publish a clear return policy and FAQ page: Clearly outline your return policy and provide an FAQ with additional product details, shipping information, and payment options.

Make it easier to “try before buying”: For clothing retailers, add a sizing chart to product pages and feature different product sizes on different models. Incorporating VR/AR fitting rooms overlays products on a live video from a customer, which could be helpful for fashion, furniture, and other retailers to help customers envision the product in their lives.

• Offer live chat support: Adding a live chat feature on your site for customers to easily ask questions on products, shipping, returns, and more, can keep them on your site longer.

Capture Attention
Even with a flawless customer experience, some customers will still leave. Re-engage them with the following:

• Send push notifications: For customers that are browsing but don’t make it
  through checkout, a well-timed push notification with relevant information or
  promotions can help get them back on track.
• Implement exit intent pop-ups: Offering an incentive or additional engagement opportunities like signing up for a newsletter can keep their attention and encourage them to proceed with a purchase.
• Send abandoned cart emails: Sending personalized emails can help recapture a customer’s attention when they are in the purchase stage.

The Bottom Line
There is no single fix for cart abandonment, but a key part of the equation is your
eCommerce platform. Virid’s Unified Commerce Solution combines enterprise platform marketAgility with strategic expertise and hands-on partnership. If your eCommerce business is struggling with low conversions and sluggish sales, reach out to our team via Blurbs.