Did you know 70% of shopping carts are abandoned? That’s a $260 billion opportunity in lost revenue for U.S. and EU businesses. The main reasons? Hidden costs, forced account creation, long processes, and security concerns. Here's how to fix it:
- Simplify checkout: Reduce form fields, enable guest checkout, and use one-page designs.
- Show all costs upfront: Be transparent about shipping, taxes, and fees.
- Add trust signals: Security badges and clear payment options reassure buyers.
- Offer multiple payment methods: Include digital wallets, credit cards, and “Buy Now, Pay Later.”
- Optimize for mobile: Mobile-friendly designs and autofill features boost conversions.
- Recover abandoned carts: Use timely reminder emails and exit popups.
- Build loyalty post-purchase: Send order updates, enable tracking, and create retention programs.
Quick Takeaway: Reducing friction at checkout can recover up to 35% of lost sales. Focus on simplicity, transparency, and trust to turn browsers into buyers.
Top 5 Ways To Fix Shopify Abandon Carts
Make Checkout Simple
An easy-to-use checkout process is key to turning casual browsers into paying customers. In 2024, the average checkout included 11.3 form fields, even though most purchases only need about eight . Start by cutting out unnecessary steps to simplify the process.
Reduce Required Fields
Fewer form fields mean fewer barriers for your customers. Research from the Baymard Institute shows that 22% of users abandon their carts because the checkout feels too complicated . Focus on collecting only the information you absolutely need.
"To reduce checkout abandonments, the focus should be less on optimizing checkout steps and more on how to reduce the number of form fields users must review or consider to the minimum required for users to complete the checkout process." - Edward Scott, Research Lead, Baymard Institute
Here are some quick ways to simplify your checkout:
| Action | Impact |
|---|---|
| Hide optional fields behind links | Makes the form look cleaner |
| Auto-set billing = shipping | Cuts down on redundant input |
| Remove "Address Line 2" | Speeds up address entry |
| Make phone number optional | Lowers the number of required fields |
Add Guest Checkout
Requiring account creation is a major turn-off, causing 26% of shoppers to abandon their carts . Offering a guest checkout option can make a big difference, especially since nearly 75% of online shoppers prefer it .
Benefits of guest checkout include:
- 80% conversion rate for guest checkouts using Fastlane by PayPal
- 32% faster checkout completion compared to traditional methods
- 82% of customers avoid purchases that force lengthy registrations
"By enabling customers to complete transactions without creating an account, a guest checkout option can help reduce barriers to conversion." - PayPal Editorial Staff
Making account creation optional also sets the stage for a smoother, more efficient checkout experience.
Use One-Page Checkout
A one-page checkout design combines all steps onto a single page, cutting down on clicks and page loads . This setup allows customers to see all their information at once, reducing errors and lowering the chances of cart abandonment. Features like dynamic updates to order summaries and pricing make the process even smoother . Plus, Shop Pay users are 77% more likely to return for repeat purchases after their first transaction .
Show Security and Trust
Nearly 20% of U.S. adults abandon purchases due to concerns over credit card security .
Add Security Icons
Adding security badges near sensitive fields can make a big difference. In fact, 76% of customers feel safer when they see trust seals .
Here are some of the most recognized trust badges:
"For the most part, greater familiarity also meant a greater feeling of security." - ConversionXL
Show All Costs Upfront
Hidden fees are conversion killers. Be transparent by showing all costs upfront - this includes prices, shipping, taxes, fees, and discounts. Avoid surprises at checkout to build trust and reduce cart abandonment .
Include Multiple Payment Types
Offering a variety of payment options can significantly improve conversions. 59% of customers abandon carts if their preferred method isn't available . Here are some key payment options to consider:
-
Digital Wallets
Options like Apple Pay and Google Pay can increase completions by 71% thanks to their speed and added security . -
Buy Now, Pay Later (BNPL)
BNPL services not only boost brand visibility but also increase the average order value by 46% . -
Traditional Methods
Don't overlook traditional methods like credit cards. For instance, 85% of U.K. transactions use cards, while 71% of Dutch transactions rely on iDEAL .
"Primer lets us launch new payment methods, like account-to-account payments, in days instead of the months it would take us in-house." - Lucas Quinio, Conforama's Head of Payments
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Improve User Experience
Mobile e-commerce sales have hit a massive $1.7 trillion . If your checkout process isn't optimized for mobile users, you're leaving money on the table.
Focus on Mobile-First Design
Mobile users are five times more likely to abandon their purchase on a site that isn’t mobile-friendly . To keep them engaged, prioritize these features:
| Feature | Why It Matters |
|---|---|
| One-Hand Usage | Makes CTAs easy to reach with thumbs. |
| Context-Specific Keypads | Speeds up input (e.g., numbers for phone fields). |
| Location Services | Automatically detects shipping options and costs. |
| Large Touch Targets | Ensures buttons are easy to tap. |
A great example is Klean Kanteen. They revamped their mobile checkout with clear buttons and visible shipping details, boosting mobile revenue by 80% . By combining smart design choices like context-specific keypads and large touch targets, they made completing forms much easier for their users.
Simplify with Form Autofill
Even with a strong mobile design, cart abandonment remains a challenge - currently at 69.8% . One way to reduce this is by enabling form autofill to cut down on user frustration.
Here’s how to make autofill work:
- Use a secure HTTPS connection so browsers allow autofill.
- Add proper field attributes (e.g., "cc-number" for credit card fields).
- Stick to consistent naming with stable "name" and "id" attributes.
When paired with other elements like trust signals and streamlined forms, autofill can make the checkout process far smoother.
Use Clear Button Text
Button clarity is another crucial piece of the puzzle. Research shows that using first-person call-to-action text can increase clicks by 90% .
For effective buttons:
- Write clear action verbs.
- Keep text between 2 to 5 words.
- Clearly state the action (e.g., "Place My Order").
- Avoid vague terms like "Submit."
Take Easton Baseball as an example. Their floating "Add to Cart" button with clear action-driven text led to a 659% jump in mobile shopping revenue . Small tweaks like these can make a big difference in user experience - and your bottom line.
Stop Cart Abandonment
After improving the user experience, the next step is to tackle lost sales from abandoned carts. With e-commerce businesses losing about 70.19% of checkouts to cart abandonment , targeting these abandoned carts could help US and EU companies recover up to $260 billion annually .
Follow Up By Email
Abandoned cart emails perform much better than standard marketing emails, with an impressive 41.18% open rate . Here’s how timing impacts results:
| Timing | Action | Average Results |
|---|---|---|
| 2–4 hours | First reminder | 40% open rate, 20% click-through |
| 24 hours | Second reminder | 17.6% recovery rate |
| 48 hours | Final offer | 3.33% additional sales recovered |
Brands like Beardbrand use personalized messaging and clear calls-to-action to maximize recovery email effectiveness . Girlfriend Collective keeps it simple and clever, saying, "Looks like you left something cute and sustainable in your cart. Don't worry, we saved it for you" . These strategies turn hesitation into completed purchases.
Show Exit Offers
Exit-intent popups are a great way to pull back customers about to leave. Nearly half (48%) of shoppers say they’d buy a product if offered a limited-time discount, even if they were just browsing . Nasty Gal uses Facebook retargeting to show shoppers their most-viewed products paired with special discounts . Meanwhile, Rudy’s emphasizes free shipping with urgent messaging in their exit-intent popups .
Create Time Pressure
Time-sensitive deals can address delivery cost concerns, which deter 57% of shoppers . SKIMS leverages urgency by combining limited-time offers with customer reviews and star ratings in their cart recovery efforts . Similarly, Alex Mill includes product images and discounts to nudge hesitant buyers .
"Sometimes, the best way to turn a missed sale into a conversion is by highlighting items a shopper may have missed" - Sharon Goldstein, CEO of LimeSpot
After Purchase Care
Taking care of customers after they buy is key to keeping them happy and coming back. Repeat buyers alone contribute more than 40% of revenue .
Send Order Updates
Order updates are a simple but powerful way to communicate with customers. For example, order confirmation emails boast a 60% open rate and a 35% click-through rate .
| Update Type | Timing | Key Information |
|---|---|---|
| Order Confirmation | Immediate | Order number, items, total cost |
| Shipping Notice | When shipped | Tracking number, estimated delivery |
| Delivery Update | Day of delivery | Final delivery window, instructions |
"Transactional emails are viewed 3x more than marketing emails on average. If brands are not ensuring their transactional messaging is on brand and personalized, they are missing a huge opportunity to drive retention and lifetime value." - Noah Rahimzadeh, director of partnerships at Malomo
Add Order Tracking
Package tracking is a must-have for modern consumers. In fact, 91% of shoppers track their orders, and 39% check the status daily . Additionally, 60% of global shoppers prioritize the ability to track their orders from start to finish over faster delivery .
To set up effective tracking:
- Sync your order management system with warehouse and carrier systems.
- Provide tracking options via email, SMS, and a web portal.
- Automate notifications for key shipping milestones.
- Include tracking links in confirmation emails.
"Real-time order tracking is no longer a luxury; it's a necessity. By implementing a robust order tracking system, you're not just providing a service; you're building trust and loyalty with your customers." - Artsyl
Clear tracking options not only meet customer expectations but also help build trust and loyalty over time.
Get Return Customers
Clear communication is just the start. Increasing customer retention by as little as 5% can boost profits by 25%–95% . PDPAOLA, for example, combines in-store and online purchase data to create personalized incentives tailored to customer preferences .
Here are some strategies to keep customers coming back:
- Send a thank-you message after their purchase.
- Launch a points-based loyalty program.
- Offer discounts or incentives for repeat purchases.
- Create time-sensitive challenges to engage customers.
Allplants, for instance, sends text messages ahead of scheduled deliveries, letting customers modify orders through a clean, branded interface. This has led to impressive retention rates and increased customer lifetime value .
"Transactional messages are a great way to build trust among your customers." - Mat Bingham, head of technology partnerships at Okendo
Conclusion
From the 25 strategies discussed, here’s a quick summary of how to improve your checkout process and recover lost revenue.
Key Points
Did you know that 70% of shopping carts are abandoned? That’s a massive $260 billion opportunity in the US and EU markets alone . The main reasons? Extra costs, forced account creation, long processes, hidden fees, and concerns about security.
Keep Testing
Consumer preferences and technology are always changing, so testing your checkout process isn’t a one-and-done task. Studies show that optimizing your checkout can help recover up to 35.26% of lost sales . For example, Wreaths Across America revamped their checkout experience and saw major increases in revenue, orders, and average order value .
"Incremental improvements and rigorous testing drive sustainable gains." - Frontlevels
If you’re looking for guidance, there are experts who can help you refine your approach.
More Help
BrightSide SEO offers services that focus on SEO and conversion optimization, including checkout process improvements. Their strategies aim to reduce friction and use proven methods to boost conversions. For instance, data shows that registered users convert at 64%, compared to 52% for guest checkouts . The secret? Finding the right features and optimizations for your audience through ongoing testing and adjustments.
