7 UX Touches That Reduce Cart Abandonment Rate by 20%+ on E-Commerce Sites

Traffic comes to your e-commerce site, but does it not convert into sales? Google Analytics has “Add to Cart” but no “Buy”? The problem is most likely not in the ad, but in the user experience.

The most common problem I encounter in the digital projects I run as a freelancer is this: Cart abandonment rate is between 65% and 80%. The good news is: It is possible to reduce this rate to 20% with the right UX touches.

1. Remove the Mandatory Membership Wall

The majority of users leave the site at the payment step due to the necessity of creating an account. The “Continue as guest” option significantly increases the conversion rate.

2. Eliminate Shipping Surprise

The extra shipping fee on the payment screen is one of the biggest reasons for abandonment. Show clear shipping information on the product page. Add a free shipping bar if possible.

3. Use One Page Checkout

The multi-step payment process tires the user. A single-page, simple and distraction-free checkout design increases conversions.

4. Bring Trust Elements to the Payment Area

SSL statement, 3D Secure logo, money-back guarantee, bank logos... The user wants to see trust when making payments, not on the home page.

5. Minimize Form Fields

TR ID, fax number, second address line... Is it really necessary? Any extra space reduces the conversion.

6. Design the Mobile Payment Experience Apart

70% of the traffic is mobile, but the payment design is desktop-like. Large input fields, automatic keyboard type selection and Apple/Google Pay integration increase conversion.

7. Add Cart Reminder Micro UX Touches

• Stock low warning
• Delivery date information
• Secure payment message
• Product image in cart

The Real Problem is Experience, Not Advertising

Most businesses try to solve the problem by spending more advertising budget. However, increased traffic without conversion optimization only means more losses.

If you are experiencing conversion problems on your e-commerce site, you can find details for UX and conversion-oriented analysis here here.

Remember: Traffic is bought. Transformation is designed.