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How to Stop Losing Shoppers During Checkout

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How to Stop Losing Shoppers During Checkout

Maria Borysova
How to Stop Losing Shoppers During Checkout

69.2% — This is an average online shopping cart abandonment rate for eCommerce retailers. It looks like most of the potential shoppers just add goods to the shopping cart and never finish their online purchases. Why?

According to a survey, there are dozens of the reasons why a shopper decides not to finish checkout, the most often mentioned are:

  • Extra cost (61%)

  • Forced account creation (35%)

  • Complicated checkout process (27%)

  • Impossibility to see the total order cost up-front (24%)

With this information, it seems quite easy for designers and marketers to fix their shopping carts and get money flowing in. However, the survey conducted in 2016 proved that reasons for the cart abandonment remain the same as they were in 2013.

The checkout process, can be complicated at times and require a lot of time to share required data. Both of these issues, plus unexpected additional costs can confuse or upset many shoppers. Marketers still have a lot to do to improve the conversion rate within a shopping cart.

Let’s take a look at 10 ways how we can improve the checkout process now.

1. Total Cost After Adding to the Shopping Cart


Lots of people click on the shopping cart just to see the final cost. Don’t make people fill in any details about themselves or register to see the full estimated price. does this in a beautiful way: they show the total estimated cost at once and at checkout they show what the total price consists of, adding no extra fees. There is a possibility to sign in or to proceed to the check out without registering. With this strategy you create trust, and you can't make a sale without trust.

2. Cost Description

Show all extra fees and taxes, even if shipping fees equal 0 if you offer free shipping. Buyers who don’t see how the price was estimated may wonder if all the costs were included in the price and if there are any hidden fees.

If you offer additional services, make it easy to show the costs for each service in checkout and add them to your cart.


3. No Obligatory Account Registration

Bonobos requires every shopper to register for checkout. Although a buyer can see the total price in the shopping cart, a person can not buy anything unless he/she has finished the whole registration procedure.


In contrast, Walmart and Cluse make it easy to buy even if a shopper doesn’t want to register by offering an “Order as a Guest” option.


4. Display Prices Correctly Depending On The Location

If the total price depends on the country the product will be shipped to, allow a user to choose the country before displaying the full price. An example below, we can see that with Northskull shipping within the UK is free, and the final price will be 22 pounds cheaper than for Uzbekistan.


5. Show The Discounts On The Checkout Page

Prove that a buyer is making the right decision by showing how they can save money at the moment they need to provide credit card details at checkout. Reinforce the decision by reaffirming the benefits a shopper gets buying right now. These may include:

  • Money saved (40% off in the example) along with the original prices of the product(s)
  • Free returns policy
  • Free shipping
  • Free support


6. Show Complementary Products

Sometimes when you buy a product, you forget to buy an accessory that is needed for the product to work. A quick reminder “Did you forget to buy?” just before the checkout can save time and effort. Plus, if you have a designated amount spent that equals free shipping, an added accessory could help a buyer obtain that bonus.

Use the last checkout page to announce promotions related to the upsales: what a client can buy right now cheaper or what complementary goods other shoppers usually buy with the product chosen. 


7. Create A Cart Dropdown

Making a shopping cart easily reachable and viewable, helps buyers see what they have ordered before they proceed to checkout.


Make it possible to go to the checkout and see what you have ordered without leaving the current page. For example, Bonobos shows a drop-down with the goods chosen when a user hovers a basket. Notice that from this view the buyer can also see that a promo code option is available. They can see what they have spent, and what they have forgotten to add to the cart. Make sure that viewing your shopping cart is easy for potential buyers.

8. Give Them The Best Deal

When a customer sees an empty field “apply coupon” and they can’t fill it in, the feeling of missing a better deal arises. The shopper may start looking for a coupon code on the web or in email but if they can’t find one they can abandon the shopping cart or finish checkout not fully satisfied. Worst case, they go to another website that is offering the same product with a coupon code for a comparable price. 


How you can deal with this problem:

  1. Give the website visitors a discount code for signing up for the newsletter and motivate them to make their first purchase. In this case, the empty field will be used by all first-time shoppers of the store.

  2. Make discount code field less visible. Grey box or a small font can make the “Apply coupon” box not so easy to notice for everybody making checkout. Those shoppers with a discount code will find the hidden box anyway.

9. Multiple Steps In Checkout Are Preferable

According to GoodUI customers prefer multiple steps in a checkout better than a single step checkout and up-front forms. You can break a long form with many entry fields into smaller parts or visually divide the form into modules. A multi-step process seems easier to users, and they keep filling in the fields one after one, following the checkout route.

A great example of this is the Walmart checkout, showing the exact steps you have to take to buy products.


At the same time, Walmart lets you edit the data you have entered on every step. Make it easy to navigate between the steps through checkout.


10. Do Not Ask Them Too Much Information

If you know that most of your customers are returning clients, make it easy for them to register and then skip entering personal details during each checkout.

If a person is at checkout without registering, facilitate this process. Display at most 6 input fields at a time; if you need more information from users, break the boxes into the blocks or separate steps.

For the new customers, do not make them fill in the details about their date of birth and other data not obligatory for the shipping data, before buying anything.

Look at how Nike does it, removing all not compulsory fields and saving the time of the shoppers.


Also, you can use a single "Full name" field instead of "Name" and "Surname." Studies show that 42% of customers type the full name in the field of the first name, and then notice their mistake. Combining the first and the last name into one field will let you reduce the number of fields and simplify the checkout process.


Checkout can be the most dangerous step in the whole customer journey, which is why you need to pay attention to it and update it consistently. 

Working on the checkout process, marketers must remember to make it as seamless as possible. This includes the elimination of the unnecessary fields and breaking the questions into blocks, being open and honest about the price of the product and all complementary offers.

You should remember that split testing is the only way to create the perfect checkout with the highest conversion rates. Monitor what happens on each page, notice where people click, and watch how they behave during checkout. Make adjustments that are for the good of your customers. 

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Bella Willson
Ahhh it's great.. the way you define the % its worth reading and get to know the many things.
Hope in future see more post like this.
Awesome Post!
You have explained about significant points during checkout and fields to be present in the checkout page. Thanks for sharing this article.
Maria Borysova
Tammy Ane
Awesome blog posting. I read it enjoying. Thank you for sharing this information and tips they very useful to us. We have read your articles and Got such a good information on this topic
Maria Borysova
Tammy Ane
Thanks, Tammy Ane!
White Rabbit
Another +1 for the coupon code problem. I always remove the field from the cart and only have it showing very reduced in the checkout. What are your thoughts on a coupon pop up triggered if they attempt to leave the page?
Maria Borysova
White Rabbit
Sounds great! We used to send the promo code for the selected products in the email if a person does not complete checkout in a day. But if you need to trigger him asap - pop up must work great!
White Rabbit
Maria Borysova
Thanks for your reply Maria. I really like the idea of adding a coupon to the remarketing email.
Melissa Fach
You are so right about the coupon code. If I see a box, I always pause the checkout process and go search for one. Or go to the site in a different browser to see if there is a signup discount code.
Maria Borysova
Melissa Fach
Thanks, Melissa!
Tammy Ane
Maria Borysova
Thank #MariaBorysova
Yo Patel
Nicely explained.
Maria Borysova
Yo Patel
Hey Maria, loved this article! I've committed the mistake of asking for a bit too much information during the checkout, so I'm going to change it. I was thinking about doing something a bit more "out of the box", and it was adding some kind of self-service knowledge base like this one: [link removed by moderator] and a live chat, so the users can get their final doubts solved as soon as possible and close the deal. Do you think it is a good idea or an unnecessary stretch? From now, thanks in advance Maria!
Maria Borysova
James Hendley
Thanks for your idea, James! If there are some problems with closing the leads with the regular checkout, it is useful to assist users with additional means of communication. We just need to test whether this help desk block (or a link) does not distract other customers. Fewer options and less information sometimes means more sales :) That definitely depends on the product and how many days pass to the transaction. Would be glad to hear the results of your test!
Thanks Simon
Thank you for giving excellent information. Your website is very cool. I admire the details you have on this website. It reveals what you understand this topic well. I bookmarked this web page. Certainly I will come back for more articles.
[link removed by moderator]
Simon Cox
Love it! Great tips - especially the issue about the coupon though i have yet to see a really good way to solve that one. I often go looking for coupons triggered by the field in a check out and can honestly say I am one of those who have abandoned carts because of it. Certainly does not make me feel special knowing I don't have a coupon.
Maria Borysova
Simon Cox
Thanks, Simon. I have also seen a website where they give a hint about the promo code. A user sees not only an empty field but also a notification "Maybe, you wanted to try ....?". They give all users a small price reduction, but a company benefits from more users having finished the checkout.
Simon Cox
Maria Borysova
That sound sensible - could call it an online discount but engauges the customer!

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