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Strategies for Reducing Shopping Cart Abandonment


Shopping cart abandonment is a common problem faced by online retailers. It occurs when customers add items to their shopping cart but leave the website before completing the purchase. According to recent studies, the average shopping cart abandonment rate is around 69.57%. This means that for every 100 potential customers, nearly 70 of them abandon their carts without making a purchase.

This can be incredibly frustrating for online retailers who invest time and money into attracting customers to their website, only to see them leave without spending a cent. To help reduce shopping cart abandonment and increase conversions, consider implementing the following strategies.

1. Optimize the Checkout Process

A complicated or lengthy checkout process is one of the main reasons why customers abandon their shopping carts. To streamline the process and make it as easy as possible for customers to complete their purchase, consider the following:

  • Minimize the number of steps required to complete the purchase.
  • Offer guest checkout options to avoid forcing customers to create an account.
  • Automatically fill in as much information as possible, such as shipping addresses, using previously stored data.
  • Provide clear and concise instructions throughout the checkout process.
  • Ensure the checkout process is mobile-friendly, as more and more customers shop on their smartphones and tablets.

2. Be Transparent About Costs

Unexpected costs, such as shipping fees and taxes, are another common reason for shopping cart abandonment. To prevent this from happening, be transparent about all costs associated with the purchase and display them as early as possible in the process. This includes:

  • Offering a shipping calculator on the product page or in the shopping cart, so customers can estimate their shipping costs before proceeding to checkout.
  • Displaying taxes and other fees upfront, so customers are not surprised by additional charges later in the checkout process.
  • Considering offering free shipping or flat-rate shipping to simplify the process and make costs more predictable for customers.

3. Build Trust and Security

Online shoppers are increasingly concerned about the security of their personal and financial information. To reassure customers and build trust, implement the following measures:

  • Display security badges from reputable third-party providers, such as Norton, McAfee, or the Better Business Bureau, to show that your website is secure and trustworthy.
  • Use HTTPS and SSL encryption to protect customer data during the checkout process.
  • Clearly state your privacy policy and how customer data will be used and protected.
  • Offer a variety of secure payment options, such as PayPal or credit card processing through a reputable provider.

4. Improve Website Performance and Design

A slow or poorly designed website can quickly lead to shopping cart abandonment. To keep customers engaged and prevent them from leaving your site, ensure that:

  • Your website loads quickly, ideally within three seconds or less.
  • The site is easy to navigate, with a clear and logical layout.
  • Product pages are well-designed, with high-quality images, detailed product descriptions, and clear pricing information.
  • Customers can easily find and access the shopping cart and checkout pages.
  • The website is mobile-friendly, with a responsive design that adapts to different screen sizes and devices.

5. Offer Excellent Customer Support

Providing exceptional customer support can help reduce shopping cart abandonment by addressing any questions or concerns customers may have during the shopping process. To ensure customers have access to the support they need, consider the following:

  • Offering a live chat feature on your website, so customers can quickly and easily get answers to their questions.
  • Providing clear and easy-to-find contact information, such as a phone number and email address, for customers who prefer more traditional methods of communication.
  • Displaying a comprehensive FAQ section on your website, addressing common questions and concerns about products, shipping, returns, and more.
  • Monitoring social media channels and responding promptly to customer inquiries and concerns.

6. Utilize Exit-Intent Technology

Exit-intent technology can help reduce shopping cart abandonment by detecting when a customer is about to leave your website and presenting them with a targeted offer or message to encourage them to complete their purchase. Examples of exit-intent strategies include:

  • Offering a limited-time discount or free shipping to encourage customers to complete their purchase immediately.
  • Presenting a pop-up reminder of the items in the customer’s cart, along with a prompt to complete the purchase.
  • Requesting the customer’s email address in exchange for a discount or other incentive, allowing you to follow up with them via email if they still abandon their cart.

7. Implement Effective Remarketing Strategies

Remarketing is the process of targeting customers who have abandoned their shopping carts with personalized ads and messages to encourage them to return and complete their purchase. Effective remarketing strategies include:

  • Email remarketing: Send personalized emails to customers who have abandoned their carts, reminding them of the items they left behind and offering incentives, such as discounts or free shipping, to encourage them to complete their purchase.
  • Display ads: Use targeted display ads to reach customers who have abandoned their carts, featuring the products they were interested in and offering special promotions or discounts.
  • Social media retargeting: Reach customers who have abandoned their carts through targeted ads on social media platforms, such as Facebook or Instagram.


Reducing shopping cart abandonment is crucial for improving the overall success of your online store. By implementing the strategies outlined above, you can create a more seamless and enjoyable shopping experience for your customers, ultimately leading to increased conversions and revenue. Remember to continually analyze your shopping cart abandonment data and make adjustments as needed to ensure your efforts remain effective and relevant.

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