Webinar Recap: Taming Cart Abandonment (Part 1)

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As longtime readers of the Guidance blog know, shopping cart abandonment is a topic close to our hearts. Our own Brian Beck (SVP, eCommerce and Omni-channel Strategy) recently participated in a webinar devoted to reducing cart abandonment and optimizing recovery. Today’s post is the first in a series covering key insights from the discussion.

Here are five tips to help you retain shoppers and complete the sale:

1. Invest In UX

The number-one thing you can do to reduce shopping cart abandonment is make sure your product is easy to find and easy to purchase. It’s imperative that the navigation and purchase flow make sense to users on all devices. Need help in that department? Guidance offers a creative audit that helps retailers identify opportunities for UX improvements that boost conversion rates.

2. Re-Think Registration

According to Kiss Metrics, 30% of shoppers abandon their carts when asked to register before making a purchase. Streamline your process so you won’t inadvertently sway people in the wrong direction. You can always invite users to register if they’d like to check out faster in the future. Just don’t make it mandatory.

3. Accept Multiple Payment Methods

Our best practices post covered this one in depth, but it’s so important that it bears repeating. Whether it’s PayPal, Amazon Payments or Apple Pay, give customers several payment choices in addition to standard credit cards so they can use the option that’s easiest for them.  

4. Streamline Checkout

Statista tells us 21% of shoppers will abandon their carts if the checkout process takes too long. Stack the deck in your favor! Work with a UX practitioner to evaluate your process and find innovative ways to simplify it.

5. Surface Shipping Info

Shoppers know they need to factor the cost of shipping into online orders. Make the charges clear as early as possible. Or better yet, make it free! A recent ComScore study found that 51% of shoppers abandon their carts if they don’t see a “free shipping” offer. Keep in mind that higher conversion rates can help you cover the cost.  


We’ll be back with more ideas for curbing cart abandonment, including eCommerce tips from Guidance client Johnny Was. You can also listen to the complete webinar here

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