Solutions

Abandonment

Consumers expect a fast, seamless and secure payments experience

Consumers increasingly choose online shopping for its speed and convenience, but friction during checkout can lead to cart abandonment

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72 %

of consumers always or often manually enter their payment info each time they checkout despite more than 1/3 having existing customer accounts

48 %

of consumers choose not to store their card on file due to security concerns

55 %

of consumers say friction during checkout is frustrating enough for them to abandon a purchase midway through
The Difference Between Checkout and Cart Abandonment

The Difference Between Checkout Abandonment and Cart Abandonment

Understanding the customer journey stages to optimize your conversion rates.

Checkout Abandonment

Checkout abandonment is when customers go through their journey, add items to their cart, and are ready to pay — but drop off the site after entering their payment information at checkout. This can occur whether the customer is using a registered account on your site or checking out as a guest.

Cart Abandonment

Cart abandonment is similar to checkout abandonment. The main difference is the stage at which the customer leaves. Cart abandonment can occur at any stage after items have been added to the cart, but before checkout.

The Most Common Reasons Why Customers Abandon the Checkout

The last steps in the checkout process are crucial for finalizing sales.

1

Complex Checkout Process

The more steps in the checkout process and the longer it takes, the greater the chance for customer frustration, which often leads to checkout abandonment.

Pro Tip: Keep customers on the same page during the entire checkout process. Don’t redirect them to an external service to pay.

2

Slow-Loading Pages

Online shoppers are impatient, so avoiding any load time delays is important — especially on mobile, as people expect a quick shopping experience on the go. It’s wise to simply remove anything that can harm the checkout page’s loading speed.

3

Checkout Errors and Downtimes

Checkout errors are a significant cause of checkout abandonment. When these kinds of errors occur, it’s common for customers not to bother proceeding. To avoid errors, check, edit and proofread your payment pages. If your provider reports frequent downtime, you may lose revenue.

4

Checkout Security Concerns

Statistically, around 20% of customers will abandon their checkout if they feel unsure or unsafe because of the webpage they’re on. They won’t enter their credit card details if something feels wrong. Reassure them that their sensitive data is protected.

Winning at Conversions

You can reduce and overcome checkout abandonment by providing customers with a streamlined payment process based on top-notch user experience. Choose a payment provider that offers best-in-class embedded payments with optimized checkout and payment APIs that allow you to design the entire payment process the way you want.

Even though it’s impossible to ensure 100% of customers complete a purchase, you now know what you can do to improve your checkout experience. It’s important to reduce the steps it takes to make a payment. This gives customers less time to reconsider their purchase and creates a better user experience.