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May 05, 2006

Minimize Shopping Cart Abandonment

Industry research shows up to 75% of shoppers abandon their online shopping carts before completing the checkout process. I'm not sure how comfortable I am with that statistic, but shopping cart abandonment is a significant problem. Numerous factors influence this rate, but I'll address those that move the lever in the right direction.

  1. How many steps are in your checkout process?
  2. Include a progress indicator on each checkout page.
  3. Provide a link back to the product
  4. Add pictures inside the basket.
  5. Provide shipping costs early in the process.
  6. Show stock availability on the product page
  7. Make it obvious what to click next
  8. Make editing the shopping cart easy
  9. Make it your fault if any
  10. Show them you're a real entity