How to Tackle Cart Abandonment and Get More Sales Online
Imagine giving a racing bike to a cat. No surprise, it doesn't know what to do with it. Optimising your ecommerce site without understanding what drives your buyers is a lot like that. You’ve changed button colours, tested every call-to-action under the sun, drilled into your bounce rates, and yet, sales are still taking a nap. Why? Well, your best insights aren’t in your data; they’re inside your customer’s head.
To cut down on those pesky abandoned carts and turn more browsers into buyers, you need to get to grips with what holds people back, not just where they decide to call it quits. Behavioural insights give you a peek into the emotional decisions behind shopping habits, the kind your heatmaps can only dream of understanding.
Let's dive in and see what successful ecommerce brands know about human nature and how you can turn those browsing clicks into buying ones.
The Secret Sauce to Reducing Cart Abandonment
Let’s debunk a myth: no one’s shopping with a spreadsheet and calculator in hand. None of us make purely logical buying decisions. We’re emotional, impulsive, and often decide in seconds.
Sure, your platform’s statistics tell you what happened. But it’s behavioural science that whispers why it happened — and how you can nudge that “maybe later” moment into “let's do it”.
Consider two nearly identical checkout pages. The only difference? One nudges with a gentle, “You’re almost there — complete your order to lock in your choice.” That little tweak? It upped the sales by 24%. This is behavioural design at its best. The trick isn’t in guesswork — it’s in understanding people.
10 Psychological Nudges to Zap Cart Abandonment
These aren’t gimmicky tricks but ingrained human behaviours. They apply whether you’re snagging a trendy pair of shoes or a handy gadget at the oddest hours of the night.
1. People Hate Losing Stuff
We aren’t quick to buy just for gain, but we’ll move mountains not to lose. We're twice as bothered by what we might lose than what we might win.
- Use notes like "Don’t lose your choice" or "Only 2 left"
- Send reminders like "Your basket's expiring soon"
- Use inclusive language like "Grab your items now"
Example: Booking.com masters this art by warning, “Only 1 room left”. It’s not about tempting but about nudging action through fear of losing out.
2. Scarcity and Urgency Light a Fire
Limited stock makes items seem more valuable. Urgency speeds up decision-making.
Try these:
- Implement real countdown timers (no cheating)
- Offer early bird deals for loyal customers
- Visually highlight limited editions
Example: ASOS flaunts timers during flash sales. It’s less about persuasion and more about acting under pressure.
3. Follow the Crowd
Nobody wants to own what nobody else does. It’s basic survival thinking.
- Highlight “300 bought in the last day”
- Use reviews next to your buy buttons
- Add tags like "Top Trending" or "Bestseller"
Example: Amazon gently mentions, "Bestseller in category" just below the title. Seems trustworthy, right?
4. Perception of Value through Anchoring
People don’t measure value absolutely. They compare. Anchor items next to pricier options to make a deal obvious.
Reduce sticker shock:
- Offer a pricey “decoy” option so the main product seems affordable
- Show off original prices with a cheeky strikethrough
- Provide side-by-side comparisons to highlight savings
Example: The Economist used a nearly useless pricing tier, leading people to flock to the middle option. It seemed a bargain without changing the product.
5. Start Small, Finish Big
Once we commit to something, we like to see it through.
Get through the middle barriers by:
- Letting visitors build their dream kit before checkout
- Saving customer preferences for next time
- Presenting checkout as the final leg of a trip: "Let's wrap this up"
Example: Warby Parker keeps you invested with quizzes before any buying begins.
6. Decisions Don’t Like Crowds
More choices don’t always mean more sales. Often, it means more head-scratching.
Try this:
- Limit visible options on product pages
- Use filters that narrow choices, not complicate them
- Present handpicked collections like “Staff Picks”
Example: Apple’s uncomplicated product line-up isn’t laziness. It’s clever design.
7. Trust in Authority
We’re hardwired to trust experts. Even if we shouldn’t. Authority nudges decisions and lowers risk.
Ways to signal authority:
- Display expert endorsements
- Champion press mentions
- Feature certifications prominently
Example: Beauty brands love parading dermatologists because, surprise, lab coats equal trust.
8. Give First, Get Later
When given something unasked, people feel compelled to return the favour, whether it’s attention or a sale.
Create moments of goodwill:
- Offer interactive guides or expert advice
- Surprise with a discount or freebie on first purchase
- Give a little something before asking for sign-ups
Example: Hiut Denim includes personal notes with orders. Customers love it, and loyalty follows.
9. Decoy Pricing Works Wonders
Want to shift a £89 product instead of a £49 one? Introduce a £199 option. Suddenly, £89 looks tempting.
Smart pricing strategies:
- Highlight three choices with one marked as ‘the best’
- Use expensive options as anchors to redefine value
Example: Mailchimp's middle-tier gained traction once customers saw a pricier plan. Context is everything.
10. Progress Feels Good
If people feel like they’ve started something, they’re more likely to finish it.
Get them across the finish line:
- Add progress bars: “Step 3 of 4 — Almost there!”
- Start loyalty cards with a few points pre-filled
- Encourage a bit more shopping with “Spend £6 more for free delivery”
Example: A coffee chain pre-punched two stamps on cards, and redemption soared.
Brains over Bytes for Real Growth
Too much online shop tweaking is clinical, logical, and easy to measure. But customers? They’re driven by trust, fear, and good old-fashioned habits.
What does work:
- People align with what they've already started
- They don’t want to lose what’s theirs
- They follow others, whether friends or reviews
To reel them in, it’s not more popups or glitz that you need. It’s experiences that meet how folks naturally think and feel.
Start Small and Watch the Magic
Pick just one tactic from above. Give it a whirl this week and see what happens when you design for the messy, lovely way we shop. Because when buying’s easy and feels right, customers don’t need much convincing. They just need a reason to say “yes”.
