Last updated: Checkout optimization: 5 ways to prevent abandoned carts

Checkout optimization: 5 ways to prevent abandoned carts

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When an online shopper runs into a checkout process that’s too complicated or takes too long, chances are pretty high that they won’t follow through on a purchase. With the shopping cart abandonment rate close to 70%, brands clearly need to step up checkout optimization.

By streamlining the checkout process, you can boost the customer experience so that buyers follow through on a purchase.

Here are five ways to optimize checkout, prevent shopping cart abandonment, and reduce friction for a more lucrative e-commerce:

  1. Use Google autocomplete address feature
  2. Accept multiple forms of payment
  3. Allow various shipping methods
  4. Offer multiple support channels
  5. Design your site to be mobile friendly

E-commerce optimization: Autofill speeds checkout

When customers make a purchase, they’re looking for the process to be quick. The longer it takes, the less likely they’ll complete the purchase.

The checkout process includes everything from filling out shipping details to choosing the desired payment method.

One of the easiest and most efficient ways to optimize the checkout process and improve CX is by allowing use of Google’s autocomplete address feature.

This is an autocomplete feature that allows users logged in with their Gmail account to automatically fill in details such as their address, ZIP code, state, and town. Research has found that the autofill feature makes the checkout process 20% faster than manually inputting the needed details.

Aside from making everything quicker, the Google Autocomplete feature also reduces errors, avoiding shipping mishaps due to typos. The result is a more positive customer experience that makes the checkout process smoother, faster, and simpler.

More ways to pay bring customers back

Around 42% of online shoppers don’t complete the checkout process when they don’t see their preferred payment option.

Not every customer is the same. Some prefer to pay with PayPal, while others are fine entering debit or credit card details directly. Others opt for crypto payment options, or increasingly, buy now pay later apps.

So accepting multiple forms of payment is essential for checkout optimization. Instead of just accepting debit and credit cards, consider these options:

  • Payment services and apps such as Shop Pay or Paypal
  • Digital wallets, including Apple Pay and Google Pay
  • Buy now, pay later apps like Klarna
  • Cryptocurrency

When your checkout process is smooth and you make payments easy, customers are more likely to return. That ultimately leads to a more loyal customer base with a higher lifetime value.

Give shoppers a range of shipping options

Another big part of optimizing the checkout process for better CX is to think about your e-commerce fulfillment journey.

Offering a variety of shipping options, such as overnight or two-day options as well as standard ground shipping, lets customers choose a fulfillment option that makes sense for their needs. This could depend on whether they want fast or affordable shipping.

When deciding what shipping options to offer, keep the following in mind:
  • Budget: how much your customers would reasonably be willing to pay to get items shipped to them
  • Margins: how much do shipping costs cut into profits if you offer free shipping or free returns
  • Your target audience: how location and demographics impact customers’ shipping needs
Six shipping options you should consider adding to your online store:
  • Overnight shipping: more common in large e-commerce stores
  • Expedited shipping: an option to speed up standard shipping at a slightly lower cost than same-day or two-day shipping
  • International shipping: allows you to reach customers outside of your country
  • Eco-friendly shipping: using biodegradable packaging and sustainable transport methods
  • Hybrid shipping services: drops off your product at a selected courier branch where customers can pick it up.
  • Free returns:  you can offer free returns, when customers don’t have to pay to ship items back to you, it makes the entire buying process easier.

Make it easy for customers to get support

A big part of creating a convenient checkout process is having multiple customer touchpoints throughout the process — points of connection that your business creates while your customers are shopping on your website.

From browsing to the post-purchase process, these connections are essential because they help customers feel more confident in buying from your brand.

One key customer touchpoint at checkout are support channels, which offer assistance to customers attempting to make their purchase. These channels can be live chat, email, or phone calls.

One survey has shown that more than half (55%) of shoppers would like chatbot support when looking for specific products — as an added level of support on top of traditional customer service. That means that chat support, in particular, might be a good addition to your store if you want to improve CX

When you have active live chat support, your customers can find the answers to their questions, especially before purchasing. Having convenient live chat support also prevents shoppers from backing out.

You can also provide FAQ answers through a chatbot. Shoppers can communicate with the chatbot on your shop’s checkout page.

Make your site mobile friendly

Did you know that at least 30% of consumers don’t complete their online purchases when a store’s mobile site lags and stops loading? With more  customers using mobile sites to make purchases, having a mobile-friendly e-commerce store is critical.

Today, many brands are using PWA — progressive web apps. When a site utilizes PWA, it has a corresponding mobile application that shoppers can download for a smoother and more convenient shopping experience.

Aside from PWA, augmented reality is also a new trend. This involves adding a section where consumers can get a rendition of how a product would look in the real world. Augmented reality enables online stores to generate more personalized experiences for their target audiences.

Finally, social commerce has is on the rise. This involves e-commerce brands partnering with social media apps for advertising and promotional campaigns. Social commerce also allows brands to reach more people.

Smooth checkout wins loyal customers

Optimizing your checkout process means taking steps to limit confusion, shorten the buying process, and provide users with the support they need.

The whole goal is to make the whole shopping experience more pleasant for customers, giving them the confidence to hit the buy button. Get it right and they’ll come back and buy again and again.

Flexible. Agile. Future-proofed.
The power of hybrid, composable commerce is real.
Discover real-life examples of success HERE

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