Shopping Cart Abandonment: 6 Strategies To Optimize It

Shopping cart abandonment is one of the biggest problems that eCommerce of all sectors have to deal with on a daily basis.

This is a problem that has a direct impact on the number of sales and the conversion rate of any online store. But why does cart abandonment happen?

There are several reasons why a customer may add an item to their shopping cart and then abandon it without completing the transaction. In this article, we'll tell you why shopping cart abandonments occur and how to optimize them

Why does shopping cart abandonment happen?

According to research conducted by the Baymard Institute, the main reason a user abandons their cart is due to the way users navigate eCommerce. 

Many users compare prices, save items, explore possible gift options and other actions that lead to cart abandonment. 

Most of these abandonments occur before they start the checkout flow. In fact, 58.6% of U.S. shoppers have abandoned a cart in the last 3 months because they were just browsing. 

If we remove the “browsing only” reason, the reasons why they abandon the checkout process along the conversion funnel are typically as follows:

  • Unexpected or too high costs (shipping, taxes, fees).
  • The online store did not have the option to buy as a guest.
  • The checkout process is too long and complicated.
  • Lack of confidence in the security of the transaction.
  • The website had errors.
  • The return policy was not satisfactory.
  • Could not see and/or calculate the total cost of the order in advance.
  • There were not enough payment methods.

Users who add an item to their shopping cart are showing an interest and an intention to buy. Therefore, it is important to know the reasons that are generating these abandonments in order to solve them immediately. 

While some cart abandonments are unavoidable, many of the other abandonments can be solved with a few improvements. At OH we have created the following list with strategies to reduce shopping carts abandonmet.

How to reduce shopping cart abandonment rate?

1) Optimize Your Site

Usability and user experience are essential, so you should offer simple and intuitive navigation. This way, you'll make it easier for visitors to your site to navigate your store. 

  • Improve the loading speed of all the pages of your site: Delayed page load times can severely affect your sales. A slow loading time can frustrate users who will choose to abandon the site.
  • Mobile Optimization: A high percentage of visitors enter eCommerce sites from their mobile devices. Having a mobile version of our website is a very important aspect that we must take into account.

2) Optimize The Checkout

A checkout process that is too long is one of the main causes of shopping cart abandonment. Offer your customers a short, simple and clean payment gateway. 

  • Ask the customer for only the information necessary to complete the transaction securely.
  • Allow customers paying as a guest or log in with their social media accounts. At the end of the purchase you can invite them to register.
  • Offer different payment options. Besides offering to pay by card, you can give them the possibility to pay with e-wallets such as Paypal, Google Wallet, Apple Pay, etc.
  • Present a clean checkout process: Do not include element that may distract the user from completing the purchase.
  • Show a progress indicator in the checkout process to indicate to the user which steps have been completed, in which step they are and the steps they still need to complete. The fewer the steps, the greater the customer’s intention to complete the purchase.
  • Avoid surprise costs at checkout. If there are additional costs, it is better to show them in advance so that no user is surprised at the last minute.
  • Consider offering free shipping
  • Offer several shipping alternatives, making clear in each case the shipping cost, delivery time and conditions.

3) Build Brand Trust

Building user trust is a good way to fight cart abandonment. If your brand is not well known, it may happen that many users do not trust it and therefore decide to leave without buying. 

  • Offer a secure shopping experience: Fear during transactions is one of the main causes that most often worry users. In addition to including security medals, you can incorporate additional security features such as encryption and password, SSL certificates. This way, the customer will know that he is shopping on a secure site and will not be afraid to share his data. 
  • Add reviews from satisfied customers: Having seller ratings and customer reviews is essential to build trust. Before buying a product, customers often look for reviews from other buyers to learn about their experience. Posting testimonials, reviews and ratings will make more customers decide to finalize their purchase.
  • Offer a clear and transparent return policy. We must offer customers guarantees that, in case of any problem, they will be allowed to return the product.

4) Implement Marketing Strategies 

There are many tools that can help us recover those abandoned carts.

  • Cart recovery email campaign: Emails for abandoned carts are very useful and effective. Through email-marketing, you can send a message to those users who have added products to the cart but have left without completing the purchase. With this email, you will remind them of what they have forgotten and offer them the possibility of returning to the online store to complete the purchase.
  • Implement exit intent pop-ups: This is a pop-up window appears on the user’s screen when they intend to leave the site. You can grab visitors’ attention by showing them offers and encouraging them to use them in their purchases. This last-minute effort can increase conversions and reduce the rate of abandoned carts if the offers are really convincing.
  • Onsite retargeting: The objective is to impact those users who have previously interacted with our brand. It consists of monitoring user behavior within our website and activating a series of retargeting actions once they decide to abandon a cart. 75% of potential customers abandon the shopping cart to return later. You can convert these customers into sales by showing them some kind of reminder.
  • Cart Summary: This is a pop-in that is activated when the user is about to leave the site. Inside, they are asked if they want to receive a reminder with the products they have added and save them to finalize the purchase later. If the user accepts, he enters his email and will receive a summary email.

5) Allows Editing And Saving Products In The Shopping Cart

As we have already seen, most customers buy products on different sites before making the purchase. This means that a customer can enter our store several times in a period of hours, days or weeks. 

Add a “save cart” button so that when the customer returns to the site, they don’t have to search for the product again. In addition, it allows the customer to edit the shopping cart to delete and modify the units of each item.

6) Make It Easy To Contact You

Before making a purchase, it is normal for customers to have doubts, questions, requests or want some kind of advice. Therefore, it is important that they have access to a phone number, email or LiveChat with your store for advice. 

  • Offer help through a chatbot. In this way, you will be giving your customers the possibility to ask questions.
  • Including throughout the sales funnel a phone number or email so that the user can use it when needed. 
  • Add a FAQ page. It is useful so that visitors can answer questions during the checkout process


Understanding the reasons why your site visitors abandon their shopping carts will allow you to implement the right strategies. For this, it is important that we determine at what stage of the process the highest abandonment rates occur.

As you put these strategies into practice, you should measure the results to see if your conversion rate has increased and if your business has grown.

We hope you put these different tips into action and motivate your users to complete their purchases. If you have any questions contact us.