E-commerce · Checkout
Shoppers tell us why they leave. Most of the reasons are fixable in your cart and checkout.
Show full costs before checkout
Offer guest checkout, fewer fields
Give delivery dates and returns
Tell us what you need and we’ll get back to you. Or book a free 30-minute call. Or call 954-539-5678.
To reduce cart abandonment, fix the reasons shoppers give for leaving: show the full cost, including shipping and tax, before checkout; offer guest checkout; cut the checkout form to the fields you truly need; give delivery dates, not vague promises; show security and returns information near the payment step; and offer the payment methods your customers use. According to Baymard Institute, the documented average cart abandonment rate is about 70 percent across 50 studies, and the top reason among people who were ready to buy is extra costs that were too high. You will never reach zero, but checkout fixes are the cheapest revenue most stores can find.
Baymard surveys US online shoppers who abandoned a purchase during checkout. Setting aside the people who were “just browsing”, their published reasons are, as of their latest update:
Notice that most of these are things you control. Baymard also estimates that a large e-commerce site could raise its conversion rate by about 35 percent through better checkout design alone.
Surprise costs are the biggest single cause, so start here.
Want someone to walk through your checkout with you?Book a free 30-minute call and we will look at your store and tell you what we would fix first.
About one in six abandoners in Baymard’s data left because of errors or crashes. Test checkout on real phones, on a slow connection, with each payment method, every few weeks and after every app or theme change. Watch for slow cart drawers, broken discount codes and shipping rates that fail for some addresses. Our guide to Core Web Vitals explains how to measure page speed the way Google does.
The cart is where shoppers decide whether to start checkout. Small details matter:
Some abandonment is normal: people compare prices, save items for payday or get interrupted. For those shoppers, an abandoned checkout email sequence brings a share back. Keep it to two or three messages, send the first within a few hours, and avoid training customers to wait for a discount. See our email marketing service if you want help setting this up.
JLB USA builds stores on Shopify, Shopify Plus, BigCommerce, WooCommerce, Magento, Ecwid and OpenCart, and has worked with 500+ clients on 1,000+ projects over more than 15 years. We can audit your checkout, fix what is in the way, and set up recovery emails on Klaviyo, Mailchimp or HubSpot. See our web design and e-commerce services.
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Baymard Institute’s average across 50 published studies is about 70 percent. Rates vary by industry, device and how abandonment is measured, so compare your store with its own history first.
In Baymard’s survey of US shoppers, extra costs that were too high, such as shipping, tax and fees, were the top reason, cited by 40 percent of those who abandoned during checkout.
Yes. Being forced to create an account was cited by 18 percent of abandoners in Baymard’s data. Offer guest checkout and invite account creation after the order.
Show shipping costs early, turn on express wallets, keep apps out of checkout, test on mobile, and use Shopify’s abandoned checkout emails or a tool such as Klaviyo to recover carts.
