Simplify checkouts to reduce abandonment

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2021, 4:46 PM UTC

A recent Statista study found over 88% of online shopping carts are abandoned.

Businesses need to optimise their checkout pages to improve conversion rates by using a clean, distraction-free design while removing unnecessary information. Offering guest or express checkout options and a range of payment methods from credit cards to payment wallets like PayPal can help reduce cart abandonment rates.

Companies can also feature a convenient box for entering gift card or discount code information on the checkout page. They can also highlight perks like free shipping and returns. Adding trust seals and progress indicators can help improve conversion rates. Businesses should also make it easier for customers to access support.

Using a simple design with adequate spacing between elements and fields can also help reduce cart abandonment. To further conversions, businesses can personalise their checkout pages with relevant cross-sells and special offers.

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