10 Ways To Reduce Checkout Abandonment

Author Jon Quinton 4 min read time

Following on from recent posts covering topics such as how to improve your product page performance, how to optimise your campaigns for conversions and how to create a structured AB Testing plan, the theme of conversion rates is very much continuing. This time we’re discussing checkout abandonment. 

The point here is that when you are running paid media; not only do you need to focus on doing the best job possible with your campaign structures and creative, you also need to focus on how you are going to convert that traffic at the best possible rate.

Ultimately this is about spend efficiency and getting the very best performance from your advertising budgets. 

Picture this, you’ve got a willing customer all the way to the checkout. Your product is in their basket, they’re primed and ready to purchase. But alas, no. They have to create an account and tell you their mothers maiden name. Or they find out that shipping is £12 and thats just a stretch too far. Or their bank card is in the other room and Apple Pay isn’t an option… With that in mind, the biggest wins will come from addressing issues right at the sharp end. If you identify and fix an issue with checkout abandonment, EVERYTHING will perform better. And who doesn’t want that?

Here are 10 ways you can work on reducing your checkout abandonment and seeing ROAS improvements across the board:

Simplify the checkout process: Streamline the steps involved in the checkout process, minimising the number of form fields and clicks required to complete the purchase. Provide a guest checkout option to avoid forcing customers to create an account.

Retargeting & email flows: Not everyone is going to complete their purchase in one go. Many customers will take time to consider their options or compare prices. It’s at this time that you must remain present. Having a well planned out retargeting and email structure will really pay off at this stage.

Offer multiple payment options: Provide a variety of payment options, including credit cards, debit cards, digital wallets (such as PayPal or Apple Pay). This caters to different customer preferences and increases the chances of completing the purchase.

Trust symbols and re-assurance: Incorporate trust symbols, security badges, and SSL certificates prominently on your website to assure customers that their personal and payment information is secure. Also make sure your returns policies are clear and you are doing everything possible to settle any last minute purchase nerves and mitigate any buyer fears.

Clearly display shipping costs and policies: Transparency in displaying shipping costs and policies upfront prevents surprise charges during the checkout process. Offer a shipping cost calculator or free shipping thresholds to encourage customers to complete their purchases.

Optimise for mobile devices: Ensure that your website and checkout process are mobile-friendly and responsive. Sounds really obvious, but so often mobile STILL gets forgotten about when it comes to optimising checkout processes. 

Ask your customers: Never make any assumptions about why your potential customers are abandoning their checkout. Always, always take the time to ask your customers and find out what they need. This will then inform your future strategies.

Enable guest checkout: Allow customers to complete their purchase as guests without requiring them to create an account. This reduces friction and eliminates the hassle of remembering yet another username and password combination.

Simplify error handling: Clearly communicate any errors or issues during the checkout process and provide helpful messages to guide customers in resolving them. Use inline validation to catch errors early and prevent customers from abandoning their purchase due to frustration.

Provide excellent customer support: Make it easy for customers to contact your support team during the checkout process. Offer live chat, phone support, or an easily accessible contact form to address any questions or concerns promptly.

As with everything, the key here is in testing tactics and strategies to find out what truly works for your customers. 

Hopefully the above serves and good food for thought for your own experimentation and conversion rate improvements.

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Having been involved in digital marketing for over a decade, Jon set up Overdrive Digital in 2016. With extensive experience in both paid media and organic channels, Jon has worked with brands ranging from small startups to global businesses.