Your potential customer has left your site. After promising signs of closing a sale, they were turned away. Why?

Cart abandonment is an issue all online retailers should be concerned about. But why?

In 2015, SaleCycle conducted a study where they consolidated statistics from over 500 global brands and discovered that the average number of shoppers leaving before purchase is an average of about 70%. Which is huge! Think of all the effort it took to get the shoppers there and then they leave without purchasing.

So why are shoppers doing this and how can you help to combat this negative trend?


If it’s too hard to find what they want, they will leave. It’s key to ensure your website is as user-friendly as possible. Ensuring your site is responsive to all devices is really important, it’s expected.

It sounds obvious, but make sure you clearly showcase a “Buy Now” button on the page to encourage shoppers to progress to the checkout. If they do make it to the checkout, ensure there is a “Guest Payment” option. People dislike things that take too long – having to set up an account is too time-consuming so it’s best to give them an option to check out as a guest. At the end of the checkout process, you can then prompt them to sign up to make the process more efficient next time.

Payment Options

Have you ever reached the checkout and realised that the site doesn’t accept your card? Frustrating right? One of the reasons people leave and abandon their carts is because your website only accepts a handful of payment options.

As a retailer, your goal is to create a personalised shopping experience and make that journey an enjoyable one for your customers. You might not think it’s important but having a variety of payment options such as PayPal, credit card, aids in a positive experience.

Hidden costs

Following from payment options as the number one concern customers have, they also dislike surprises – especially if it means they have to pay for shipping and tax fees. If these costs aren’t showcased from the start, you will lose your customer.

Display any hidden costs on your site so your customer doesn’t feel like they have been cheated. Being up front and honest at the start will assist with building brand trust.

Lack of product range/availability

Another key factor that increases the chance of cart abandonment is product offering. If there are limited size ranges, colour options or stock on hand, customers will turn away and look elsewhere.

To counter this effect, you could try and have a pre-order option on your website where customers can select the item but it won’t be shipped until it is in stock. The other option is to have website functionality where your customer can find the item at the closest bricks and mortar store.

Make it easy for people to purchase from your site and think like they do. Measure your before and after cart abandonment rates and see if these tips have helped.

Stay tuned for our article on how to retarget cart abandoner.

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