Putting Checkout Abandonment Back in Check

Irrespective of the size and nature of the business, checkout abandonment is a real headache. On one hand, you can’t expect all (or even most) would-be customers to go through with their purchases. On the other, taking a passive approach means denying yourself potentially huge improvements. 

Just because the average checkout abandonment rate is around 60% to 80% doesn’t mean you have to accept it. Instead, implement the following changes/updates and you may see a noticeable difference:

Keep data entry to a minimum

First up, you need to keep red tapе and complications to an absolute minimum. The more difficult and long-winded the checkout process, the less likely they are to bother. Do all you can to minimise the amount of data required to complete the checkout process, eliminating requests for any information you don’t desperately need. And of course, never force customers to sign-up or subscribe for anything whatsoever, in order to make a purchase. 

Surprise incentives

One of the most effective ways of nurturing conversions is to give the customer something they weren’t expecting. For example, a coupon code by email, or perhaps even an instant 10% discount on their total basket value the moment they enter the checkout process. Or a freebie or two thrown in to sweeten the deal. If they genuinely think they’re getting something special out of the deal, they’re far more likely to see things through to completion. Particularly when it comes to impulse purchases, which you need to do all you can to capitalise on. 

Address safety concerns 

Research suggests that one of the most common reasons for checkout abandonment is concerns regarding safety and security. If the customer has even the slightest doubt as to the safety and security of the payment process, they’re unlikely to take things any further. Around one in every four online shoppers is known to have abandoned at least one intended purchase due to security concerns. As such, you need to make it as clear as possible along the way that you take safety and security extremely seriously. Build a sense of trust along the way with assurance seals and statements.

Accept more payment types

Last up, making it quick and easy for customers to make purchases is all well and good. Still, it counts for nothing if you don’t accept their preferred payment method. PayPal, Amex, Bitcoin and so on – the longer the list of payment types you accept, the better. Even if you only generate a handful of sales each month by accepting a more obscure form of payment, these are sales you’ll otherwise be denying yourself unnecessarily. If you currently accept very limited payment types, it could be time to address your flexibility. 

The above represent just a few of the possible avenues to explore when looking to improve conversion rates. Along with simplicity, accessibility, speed and safety, it’s also important to focus on the production of high-quality copy. Become known as an authority in your niche and the rest takes care of itself naturally.