How to Reduce Shopping Cart Abandonment (Top 5 Tactics)

By 2021, more than 2.14 billion people worldwide are expected to purchase goods and services online, according to Statista. That’s a lot of potential online shoppers to tap into for your ecommerce business.

However, customers can easily get lost on their way to the checkout page. In fact, shopping cart abandonment is one of the biggest issues that e-commerce businesses face. Billions of dollars are lost every year because customers don’t complete the payment process.

That’s why, in this article, I’m excited to share with you my top 5 tactics to reduce shopping cart abandonment. But before we delve deeper, let’s take a look at the common reasons for cart abandonment.

Common reasons for shopping cart abandonment

Did you know that on average 67.91% of all online shopping carts are abandoned? Cart abandonment occurs when your customers have added items to their purchases but have left before paying.

Here are the most common reasons shoppers abandon their cart:

  • Complicated or confusing payment processes
  • Unexpected shipping costs
  • Product quantity restrictions
  • Forced account creation
  • Payment security issues or lack of payment options
  • Questionable return or refund policy
  • Long delivery time
  • Poor website user experience

If this makes you sweat a bit, don’t worry because you can easily reduce cart abandonments by using these 5 best tactics.

1. Indicate all costs

You remove any unpleasant surprises by clearly stating all charges, including shipping charges, any import charges (if you offer overseas delivery), taxes, and any other charges they should expect .

No one is prepared and will appreciate that a good deal turns into an expensive premium product due to the hidden costs.

Unexpected costs can surprise buyers and cause them to leave without completing the purchase, so be sure to be upfront with all costs.

2. Use exit intent pop-ups

One of the best ways to reduce shopping cart abandonment is to add a pop-up to your website that uses Exit-Intent® technology. OptinMonster has many preinstalled templates that you can use to bring customers back to your shopping cart.

As soon as your customer is about to leave the checkout page, the intent to exit pop-up will display a campaign they hopefully can’t resist. This way, you can capture your customer’s attention exactly when they are considering abandoning their cart.

For example, this Intent to Exit campaign offers a 20% discount on the total purchase if the purchase is complete.

Who can say no to this adorable baby kitten, right ?!

By offering customers an incentive using a promo code or promotional discount, you can motivate hesitant buyers to complete their purchase.

3. Offer free shipping

Offering free shipping is a proven incentive that works brilliantly in reducing shopping cart abandonment.

This is because one of the main reasons people abandon their cart is unexpected shipping charges and taxes at the end of payment.

For example, you’ve probably already added a product to your cart for $ 19.99, and when it’s time to checkout, the price goes up to $ 40 and doubles the purchase price.

This sudden price increase will not suit most customers. They will likely leave their carts and look for a better deal.

However, you can eliminate this problem by offering free shipping above a specific price limit. And why not promote it with a floating bar on your site?

This will grab the attention of buyers and encourage them to go through with the purchase.

4. Send cart recovery emails

Another great way to get customers to review your cart is to track them with the help of cart recovery emails.

If you are a frequent online shopper browsing many ecommerce sites, you may get distracted and forget about the items you were about to purchase.

But sending cart recovery emails will remind shoppers that they haven’t finished their purchase and allow them to pick up where they left off.

And to streamline the process, you can add a link that takes buyers back to the same stage where they were originally dropped off. Or you can offer a small discount to entice them to revisit the cart.

5. Create a sense of urgency

The last and great tactic you can use to reduce cart abandonment is to create a sense of urgency. Let customers know that your discount or promotional offer won’t last forever.

One of the best ways to do this is to display a countdown timer on your site.

That being so, you can easily add a countdown timer to your ecommerce site using a WordPress plugin like SeedProd, OptinMonster, Countdown Timer Ultimate, Countdown Builder, etc.

These plugins allow you to add static or dynamic countdowns to any of your campaigns. The sense of urgency they create can motivate hesitant buyers to start and go through the entire checkout process.


I hope you find these tactics helpful as you work to reduce shopping cart abandonment. Remember to optimize your website for page load speed so that you can provide a good user experience. No one likes to wait around for a product page that takes forever to load, which could send customers away before they even begin their buying journey. Make it effortless for customers to shop from your online store.

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