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13 Practical Tactics to Avoid Shopping Cart Abandonment

With online shopping, consumers have even more control over where and when they can shop. Despite this, some consumers fill their carts and abandon them before reaching the checkout page.

There are several reasons a buyer might choose to leave their cart, but one of the most common is not having a proper guide to closing the sale. Implementing a virtual guide usually requires some experimentation to implement properly.

Here, 13 professionals from the Forbes Communications Council look at several ways an online business can help customers make an online purchase by guiding them virtually, which reduces cart abandonment during late checkout stages.

Photos courtesy of individual members

1. Remove friction from travel

At every stage of the customer journey, friction is the enemy. It could be a slow site speed, a counter-intuitive user experience, or even a lack of payment choices. Identify friction in the cart and checkout with analytics, heatmaps, user experience auditing, or even session replay technology when possible. Resolving these sticking points is key to avoiding late quitting. – Jamaliya CobinUrsa Major Skin Care

2. Deploy an on-page feedback mechanism

Make sure buyers can access the cart. Too often there are issues in the upper funnel where the “Add to Cart” button doesn’t work as expected. I recommend rolling out a “Feedback” link on the page, as customers will proactively share “pain points” throughout their online shopping journey so you know what and where to fix issues (in addition to proactively quality check and test the website). – Stacy ShermanSchindler Elevator Company

3. Take advantage of automation and triggers

The key here is to make sure your tags and triggers on the site are correct and capture consumer instances across various owned platforms. You can retarget ads to customers, send them an “abandon cart” offer or a discount code. The online shopping experience has turned marketing into a new challenge in which automation, AI and other factors will play an increasingly important role. – Jacqueline NuwameEARIN

4. Offer guarantees

A great way to reduce cart abandonment is to offer guarantees. This includes return policy if you are willing to fully support the product or price match if you are willing to win on the prize. Peace of mind by offering guarantees helps reduce the temptation to browse to competing sites or go back to Google. You can close the deal faster with strong assurances. – Corey MorrisTension

5. Create a seamless and simple mobile UX

Streamlining the checkout process is key to limiting cart abandonment. We are able to shorten the purchase steps by adding intuitive features such as saved maps and options for “billing address matches shipping address” and integration with third-party platforms such than PayPal and Amazon Pay. Beyond the process itself, a seamless and simple user experience on mobile is a must. – G’Nai BlakemoreFirm mattress

6. Use email to close the deal

Email can be a great channel for re-engaging cart abandoners and leads who find themselves out of the sales process at other stages. Collect an email address early in the sales process, then send highly targeted and relevant messages to recipients, based on their browsing or buying behavior, to help reinforce their decision and guide them through the process until a possible conversion. – Tom WozniakOPTIZMO Technologies, LLC

7. Retarget them on social media

The best ones use retargeting and adaptive creative to stay in front of their audience. It’s the equivalent of your best friend telling you in real time to buy the dress after you walk away from it a bit. Fill the basket. See the sum. Take to Instagram to try and stop you from clicking “buy”, but ads of women wearing what’s in your shopping cart keep popping up in the feed. Succumb to the purchase. – Megane CraigEmpower

8. Show Positive Customer Feedback

One way to avoid late cart abandonment is to continue to have positive customer testimonials and reviews on every page of the checkout process. This will help verify that the buyer is making the right decision to purchase the product. – Alexis Lambert Leimbachxcellimark

9. Reward loyalty with purchase and return benefits

Making the appropriate “backup” open depends in part on customer lifetime value, churn risk, and other factors, assuming the customer is known. If not known, an effective tactic to avoid cart abandonment is to encourage them to join your brand’s loyalty program for first purchase discount and free returns benefits. , which kills two birds with one stone. -Patrick Reynolds, SessionM

10. Consider a behavioral analysis

You’ve spent a lot of money on the marketing campaign, only for a customer to stumble over the final hurdle. Instead of getting frustrated, behavioral analysis is key to understanding why abandoned carts are happening. Using a tool like Hotjar helps you diagnose your customer’s thought process via how they interact with your website. From there, you will find out if your sales process is truly intuitive or not. -Patrick Ward, Rootstrap

11. Implement a CRO program

A formal conversion rate optimization (CRO) program allows you to be strategic about the changes you make. We did a six-month CRO program with an agency, and it was very revealing in how they broke down the buyer’s journey, overlaid heatmaps, and formulated options for A/B testing. Things that I didn’t expect or wouldn’t have prioritized turned out to be huge winners. This allowed us to make decisions based on data rather than trial and error. -Ellen Sluder, RingBoost

12. Tell them the “right” answer

We found that the most common reason for abandonment is that consumers are faced with too many choices. If it’s clear what the “right” answer is – even if you give those willing to look elsewhere another choice – they’re better able to follow through. Sometimes that means more screens, each with a single step, but that old adage of fewer screens is no longer the magic of conversion. – Hope NeimanTilster

13. Gamify the sales process

It is unrealistic to completely avoid cart abandonment at an advanced stage; however, reducing it to single-digit percentages becomes more likely if your online sales process is simple and intuitive, but gamified towards the incentive to complete the order on the spot. An example: “You’re about to win a free Billie Eilish iPhone 11 case if you hit the ‘Buy’ button within the next four minutes!” -AJ Minai, Subture