Why customers leave the checkout and what to do about it
Unexpected costs, forced registration, long forms, missing payment options and slow pages are common reasons for abandoned orders. Practical fixes for each.
A customer who has put something in the cart wanted to buy it. If they leave, something in the checkout got in the way. I cannot tell you the exact reason for your shop without looking at it, but the same causes come up again and again. Here they are, with what to do about each.
Costs that appear too late
Nobody likes a surprise at the last step. A shipping fee, a payment fee or a tax that shows up only at the end feels like a trick, even if it was never hidden on purpose.
- Show the delivery cost early, in the cart or even on the product page.
- Show the total clearly, with everything included.
- If delivery is free above a certain amount, show how much is missing.
Forced registration and long forms
- Let people order without creating an account. Offer to create one after the order is placed.
- Ask only for what you need to deliver and invoice. Every extra field is a reason to stop.
- Use clear labels, and show errors next to the field in plain words. Keep what the customer already typed when there is an error.
- Test the form on a phone. The right keyboard for an email or a phone number makes a real difference.
Missing options and lost trust
If the customer does not see their usual way to pay or receive the parcel, they may simply leave. Think about which methods your customers expect, as I describe in choosing payment methods and delivery options.
Trust matters too. Make sure your contact details, terms and returns information are easy to find, and that the whole shop runs on a secure connection (HTTPS).
Slow or broken steps
A checkout that hangs, jumps or shows an unclear error loses people quickly, and phones are the most fragile place. Check how fast each step loads (see what slows a website down) and make sure buttons and fields work properly on a small screen.
How to find your own cause
- Place a test order yourself on a phone and note every moment of hesitation.
- Ask a friend who does not know the shop to do the same, and watch quietly.
- Look at the questions customers send you by email or phone before ordering. They point to missing information.
- If you have analytics set up, check which step people leave at.
Fix one thing at a time, so you know what helped. If you want a second pair of eyes on your checkout, write to me. More about my work is on the e-shop development page.