Cart Abandonment Optimisation
Cart abandonment optimisation covers all the measures online shops take to stop people putting products in the basket without completing the purchase, such as transparent shipping costs, guest checkout, payment variety or reminder emails. The aim is to identify friction in the final step of the customer journey and remove it deliberately.
In practice
Start with an analysis of the checkout funnel in web analytics to identify the exact steps where people drop out; the causes are often surprise shipping costs, a forced account registration or missing preferred payment methods such as invoice or Klarna. Trust signals such as quality seals and clearly visible return conditions inside the checkout help as well, as do automated reminder emails or push notifications for registered users whose basket is still full.