Business Strategy

5 Effective Tips to Reduce Shopping Cart Abandonment

by Gooten Editorial Team on Oct. 22, 2020


Think your work ends when a customer adds one of your items to their cart? Unfortunately, it doesn’t. In 2019, 69.57% of eCommerce customers left websites with items still in their carts. But don’t give up hope - below are five tips to reduce shopping cart abandonment and earn more sales.

1. Manage Customer Checkout Expectations

When it comes to the checkout experience, customers hate surprises. Managing customer expectations upfront means less surprises, and more purchases. If your checkout is more than one page, consider adding a progress bar to the top of your checkout pages. One of the biggest snags in getting customers to purchase? Surprise shipping costs. If you offer free shipping, make it known to customers even before they add to their carts. If not, be sure to be crystal clear about shipping costs during checkout. You might include both the price and estimated shipping times next to the shipping selection. If you’re facing shipping delays, which during the upcoming holiday season seems inevitable, be sure to note this as well.

2. Optimize the Content of Your Checkout Pages

If your customers have items in their shopping cart, they’re showing a strong intent to purchase, but it’s not a guarantee. Make sure the content of your checkout pages helps push them towards purchase. This could include any or all of the following:

  • Add a strong CTA to each checkout page
  • Feature specifications of a product in the in-cart description. For example, if you offer phone cases, make sure to specify which phone models are compatible with the cases you sell.
  • Allow customers to enter a discount code at any time during the checkout process
  • Make it easy for customers to save their carts and come back to purchase

3. Anticipate and address privacy concerns

In a time where data breaches, fraud, and selling customer data is all too familiar, it’s crucial to help your customers feel comfortable giving you their information. Here are three ways you can address privacy concerns:

  • Put yourself in a customer’s mindset and comb through your checkout process. Do you ask for any personal information that customers may feel isn’t applicable? A common example is asking for customer’s phone numbers. If you ask for this information, be sure to add an explainer to the field.
  • Consider adding a trust logo to forms, such as “VeriSign Secured” or “Verified by Visa.”
  • Offer guest checkout to customers to allow them to provide less information.

4. Make Payment Easy

Give your customers multiple payment options, and we don’t just mean different credit cards. Consider adding Google Pay, Paypal, and even a service such as Afterpay, which allows customers to pay incrementally.

5. Customer Abandoned? Don’t Panic!

If a customer abandons their full cart, there are still ways to win them back. If your website has push notifications, you can send them a notification if they’ve subscribed. If you use Facebook or Google Ads and have the appropriate tracking pixels on your website, your customers will automatically see retargeted ads. In addition, if you have the customer’s email address, you can send them an abandoned cart email, reminding them they forgot to check out, or even offering a discount. An abandoned customer doesn’t equal a lost customer; with the right marketing, there’s still hope.


While the percentage of customers who abandon carts is high, with a few tweaks you can keep them interested - and drive more sales. And if your customer does abandon their cart, don’t lose hope. Pulling the right marketing levers will help you win them back.