How to reduce abandonment rates and make more sales in your store

Summary: Reducing abandonment rates is crucial to increasing sales in online businesses. With effective strategies such as user-friendly web design, personalized user experiences and a smooth checkout procedure, you can significantly reduce the likelihood of cart abandonment and thus increase your sales.

The problem with abandonment rates in online retail

Shopping cart breaker can cause sellers in online retail to despair. Although customers add items to their shopping cart, they do not complete the purchase process for various reasons. A study by the Baymard Institute has shown that, on average, almost 70% of all online purchases are abandoned.

Reasons for high dropout rates

There are many reasons why customers abandon their online purchases. These include unexpected shipping costs, a complicated checkout process or vague information about return policies. Unclear product information and a lack of transparency can also cause a potential buyer to abandon their purchase.

Unexpected additional costs

One of the biggest sales killers in online stores are unexpected additional costs. High shipping costs and additional fees that only appear at the end of the purchase process can deter customers and cause them to abandon their shopping cart.

Complicated purchasing process

Another reason for high abandonment rates is a complicated checkout process. For example, if customers are forced to create an account to complete a purchase or if the checkout process requires too many steps, this can lead to them abandoning the purchase process out of frustration.

Unclear product information and return policies

If customers do not receive all the necessary information about a product or the return policy, this can also lead to them abandoning their purchase. Similarly, poor website designs that make it difficult for customers to find the information they need can also lead to higher abandonment rates.

Strategies to reduce the dropout rate

To reduce the abandonment rate and increase sales, there are various strategies that online sellers can pursue.

Simplification of the checkout process

One of the most effective ways to reduce abandonment is to simplify the checkout process. Reduce the number of steps required and make it possible to purchase without creating an account. Also, provide a progress bar so customers can track the progress of their transaction.

Offering various payment methods

Offering different payment options increases the chances that customers will complete their purchase. Consider offering common payment methods such as PayPal, credit card and bank transfer.

Transparent pricing

Make sure that all costs, including those for shipping, are clearly visible early on in the purchasing process. This prevents unpleasant surprises for the customer and potential abandoned purchases.

User-friendly web design

A user-friendly web design contributes significantly to the purchase decision. Make sure that your website is clearly structured, easy to navigate and optimized for mobile devices.

Provision of detailed product information and clear return policies

Provide your customers with detailed product descriptions and clear photos. Also make sure that your return and exchange policies are easy to understand and easy to find.

Use of retargeting and shopping cart reminders

You can use retargeting techniques and reminder emails to win back customers who have abandoned their purchase. A friendly reference to the items still in the shopping cart or a special offer can motivate them to complete the purchase.

Conclusion: An effective reduction in abandonment rates requires a well thought-out strategy and a constant optimization process. With user-friendly web design, personalized user experiences, transparent pricing and a smooth checkout process, you can reduce the abandonment rate and thus increase your online sales.


  1. Baymard Institute. (2020). "41 Cart Abandonment Rate Statistics".
  2. Barilliance. (2020). "2019 Cart Abandonment Rate Statistics".
  3. McKinsey. (2018). "Boosting conversions: Tactics for overcoming consumer hesitation online".