Abandoned Cart rates 

Having a bad checkout process is like having a bad tinder profile. No one is going to want anything to do with you if your page looks dodgy.


Online shops lose thousands of pounds every week because their checkout process is just not up to scratch, and it puts people off. This leads to an increase in the oh-so-annoying abandoned cart rate. 


Below we’ll explore some common mistakes that get people running away from your checkout process faster than if they found out their tinder date was Piers Morgan. (btw if you don’t know what tinder is, you’ve been living under a rock) 


Read on to find out what these top 3 mistakes are, and how to fix them. 


1: A dodgy-looking profile will get you nowhere


The Problem


Imagine you’re scrolling through tinder. You come across a profile and the only photo is of a dog. Or, a profile full of group photos, so you’re not actually too sure whose profile it is.


Their profile might be saying all the right things, but without that picture confirmation, you find it hard to trust this person. It’s suspicious that they are hiding info from you. The chances are, you probably wouldn’t go on a date with them. 


The same principles apply to your checkout process. Leaving out important information about privacy, security, return policies and confidentiality will make people worry, not trust you and leave your site without purchasing. 


Nobody wants to get scammed online. People are careful and alert with their confidential details, so if your site lacks key security information, you can kiss that sale goodbye. 


So, how can you make them trust you?


The solution


Show them that you are trustworthy! 


It’s as simple as putting a selfie on Tinder. All you have to do is give them the info they need to make their decision.


Add these to your checkout page to show that you’re trustworthy:

  • A generous return and privacy policy
  • Security badges
  • Secure lock icons
  • Physical addresses that are easy to find
  • Clear contact details for your business


If you add all of these key pieces of info to your checkout page, people will be much more trusting, and far less likely to abandon their carts. 


2: Check the basics. Think about logistics.


The problem


Let’s imagine you’ve found the perfect match on tinder. They have the same interests as you, are a similar age and have got a good selection of photos. 


But, you’ve forgotten to change your location preference, and it turns out they’re from a completely different country than you. Would you travel hundreds of miles to go on that first date? Probably not.


Why? Because it requires too much time and too much effort. The same applies to your checkout process.  


You might have the perfect product for someone. But if your page load speed is really slow, information boxes are glitchy or the scroll bar doesn’t work properly, they will not want to buy. The process takes too long and requires a lot of effort from that person just to fill in basic details.


User experience is really important, and people are always looking for excuses NOT to buy more stuff. The minute your checkout process starts to get difficult, people will start convincing themself they shouldn’t buy from you and abandon their carts.


The solution


Get the basics right on your checkout page. Make sure everything is functioning as it should be and isn’t taking too long to load. Prioritise your customer’s user experience. 


There are tonnes of tools available for you to use, so you can regularly check and keep an eye on the usability of your checkout process. This will identify any problems or glitches on your page, that you can then fix.



3: Don’t catfish your customers with unexpected shipping costs


The problem


It’s a bad idea to fill your tinder profile with lies. Such as claiming to be a 6ft3 MMA fighter from Barbados, when you’re actually a 5ft6 supervisor at Tesco from Slough (nothing wrong with that btw!)


When it comes to meeting your date in person, they will clock on pretty quick that you’ve lied to them. They will be disappointed, annoyed and probably leave.


Just as catfishing is a big worry on dating sites, so are unexpected shipping costs on your brand site.


If you’ve tried to hide your shipping costs on your website, it will be an unwanted surprise for your customer whilst they are in the checkout process. They will be annoyed about this extra charge and may well abandon their cart for this reason.


The Solution


Don’t try to be sneaky by hiding your shipping costs or explaining the costs in a confusing way. 


Be clear. Tell people how much it will be, and roughly how long it will take. 


Make sure your shipping costs are realistic and as competitive as possible. You want to give your customers a fair deal on their shipping costs while making sure your business stays profitable too. 


Unusually high shipping costs can put people off from making a purchase. Just as you wouldn’t propose marriage and children on a first tinder date, don’t throw in ridiculously high shipping costs last minute on the checkout page.



To recap

  • Problem 1: People don’t trust your website
  • Solution: Add trust credentials, a generous returns policy, and clear paths to communication.


  • Problem 2: Your checkout process has usability issues
  • Solution: Carry out frequent usability checks, check for bugs and errors on your site and make your checkout process as smooth as possible.


  • Problem 3: Unexpected Shipping costs
  • Solution: Be upfront about additional shipping costs, and have a page that clearly outlines your shipping and returns policy.


Follow the lessons above throughout your checkout process, and you should start to see a drop in people abandoning their carts and a better customer response to your checkout process.


As we navigate through another recession it’s more important than ever to win as many customers as you can get. Reducing abandoned cart rates is a great way to increase your order numbers and revenue, which can massively help you to scale your business. 


There are lots of other steps you can take across your business that will help protect your brand against the effects of a recession.


Check out our 7-step guide for more actionable ways to help your business survive and grow.