Spot Checkout Drop-offs: 12 Key Tips

Cart abandonment hurting sales? Here’s how to find and fix checkout issues:

1. Check funnel data
2. Use exit surveys
3. Analyze form completion
4. Compare devices
5. Review payment problems
6. Test page speed
7. Use heat maps
8. Watch real users
9. Track error messages
10. Check coupon issues
11. Review shipping options
12. Record customer sessions

The facts:

• 70% of shoppers ditch carts
• 63% leave due to high shipping costs
• 50% bail if checkout takes over 30 seconds

Top abandonment causes:

Issue	% of Abandonments
Extra costs	50%
Complex checkout	87%
Lack of trust	18%

Fix these to boost sales and cut abandonment.

Related video from YouTube

What is Checkout Drop-off?

Checkout drop-off is when online shoppers start buying but bail before finishing. It’s like filling a grocery cart, getting in line, then walking out empty-handed.

Why care? It’s costing e-commerce $260 billion yearly in lost sales.

The numbers:

Stat	%
Average cart abandonment	70.19%
Leave due to extra costs	47%
Quit over account creation	25%
Abandon for slow delivery	45%
Leave if checkout is too long	18%

Main culprits:

1. Surprise costs
2. Forced signups
3. Slow shipping
4. Complex process
5. Security worries

UX expert Paul Boag nails it:

"Users didn’t come to your site to create an account. They came to buy something."

The fix? Streamline checkout:

• Offer guest options
• Be upfront on costs
• Keep it short
• Show it’s secure

1. Check Funnel Data

To spot checkout issues, dig into your funnel data. It’s like being a cart detective.

How to do it:

1. Set up Google Analytics 4 (GA4)
2. Create a funnel with these steps:
   • view_item
   • add_to_cart
   • begin_checkout
   • purchase
3. Look for big drops between steps

Example:

Step	Visitors	Drop-off %
View Item	1000	–
Add to Cart	500	50%
Begin Checkout	50	90%
Purchase	30	40%

Here, focus on improving cart to checkout.

Remember: Average abandonment is 70%. Higher? Time to act.

"Without data, marketing decisions are based on guesswork."

Don’t guess. Use funnel data to make smart fixes.

2. Use Exit Surveys

Exit surveys quickly reveal why customers leave. They’re mini-interviews with non-buyers.

How to use them:

1. Keep it short: 1-3 questions max
2. Time it right: Show when someone’s about to leave checkout
3. Ask why they’re leaving:
   • "What stopped you from buying?"
   • "How can we improve checkout?"
4. Offer a small incentive

KingsPoint found a big issue this way. Their survey showed Firefox users couldn’t finish orders due to a JavaScript bug. This simple fix saved $60,000 yearly.

Some exit survey tools:

Tool	Free Plan	Paid Starts At
Seguno	1,000 impressions/month	$10/month
GetSiteControl	No	$9/month (20,000 pop-ups)
UserLoop	50 responses/month	$29/month

Use exit surveys wisely to boost sales.

3. Look at Form Completion Rates

Form completion rates show where customers get stuck. If a field’s often blank, it’s likely causing issues.

What to do:

1. Track field-by-field completion
2. Spot problem areas
3. Simplify: Cut unnecessary fields
4. Make non-essentials optional
5. Use address validation

Real examples:

Company	Action	Result
Expedia	Removed "Company" field	$12M extra profit/year
Imagescape	Cut fields from 11 to 4	120% more conversions
Marketo	Made some fields optional	34% more completions

Remember: Less is more. Forms with 3 fields have at least 25% conversion.

Ask: "Will I use this info now?" If not, drop it.

4. Compare Data Across Devices

Your checkout might work on desktop but fail on mobile.

The numbers:

Device	Conversion Rate	Add to Cart Rate
Mobile	1.81%	8.96%
Desktop	1.98%	4.39%
Tablet	2.92%	N/A

Despite driving most traffic, mobile lags in conversions.

What to do:

1. Check device-specific issues
2. Find mobile drop-off points
3. Compare load times
4. Analyze mobile form completion

Remember: 17% quit complex checkouts. On mobile, it’s likely higher.

Pro tip: Use Shopify‘s abandoned checkout tracking.

To boost mobile conversions:

• Enable auto-fill
• Allow guest checkouts
• Optimize CTAs for touch
• Support various payment options

Make mobile checkout as smooth as desktop. In 2023, mobile commerce is everything.

5. Check Payment Method Issues

Payment problems can scare customers away. Let’s fix that.

Digital wallets dominate: 50% of global online transactions. Credit cards: 22%. Debit cards: 12%.

But here’s the kicker: 59% of businesses say customers often leave when their preferred payment isn’t available.

What to do:

1. Offer variety: Digital wallets, cards, Buy Now Pay Later
2. Track abandonment: Use Shopify’s tools
3. Survey customers: Ask what they prefer
4. Review order history: See what’s popular

Payment preferences:

Method	Global	North America
Digital Wallets	50%	37%
Credit Cards	22%	33%
Debit Cards	12%	N/A

Remember: 44% prioritize security when choosing payment methods.

If issues persist:

• Check gateway credentials
• Complete all setup steps
• Contact gateway support

6. Check Page Load Speed

Slow checkout pages kill sales. Here’s why:

A 1-second delay can drop conversions by 7%. That’s huge.

The breakdown:

• 47% expect sites to load in 2 seconds or less
• 40% leave if it takes over 3 seconds
• 1-second delay cuts satisfaction by 16%

Big players feel it:

• Amazon: Every 100ms delay cost 1% in sales
• Walmart: 100ms speed boost raised revenue up to 1%

Speed up your checkout:

1. Optimize images
2. Minify scripts
3. Use caching
4. Test across devices

Pro tip: Use Google’s PageSpeed Insights.

Remember: Fast checkout isn’t just nice. It’s crucial for sales.

Load Time	Impact on Bounce Rate
1-3 seconds	32% increase
1-10 seconds	123% increase

Don’t let slow pages cost you customers.

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7. Use Heat Maps

Heat maps show how customers interact with checkout. They reveal clicks, mouse movements, and scrolling.

How heat maps help:

1. Click maps: Show where users click most
2. Scroll maps: Reveal how far users scroll
3. Hover maps: Display areas of interest or confusion

Real examples:

Swiss Gear improved mobile experience:

• Mobile bounce rate down 8%
• Time on site up 84%

Time4sleep optimized category pages:

• Mobile conversion rate up 63%

To use heat maps well:

1. Analyze every checkout stage
2. Look for unexpected behavior
3. Watch for "rage clicks"

Aim for at least 2,000 visitors per page for accurate results.

8. Watch Real Users

Watching real users navigate checkout reveals problems analytics miss. It’s called usability testing.

How to do it:

1. Find testers matching your target customers
2. Create realistic shopping scenarios
3. Use session recording tools
4. Look for common issues:
   • Hesitations
   • Repeated clicks
   • Unexpected navigation
   • Frustration signs
5. Ask testers to think aloud

Real impact:

Gogoprint tackled a major issue this way:

• Decreased drop-offs by 7%
• Boosted overall conversions by 2%

Jess Bailey of Scotts Miracle-Gro says:

"Seeing consumers’ reactions puts us in their shoes when shopping."

9. Look at Error Message Frequency

Error messages can drive customers away. Here’s how to spot and fix them:

1. Export failed orders
2. Group error types:
   • Declined cards
   • Insufficient funds
   • Wrong card numbers
   • Payment method issues
3. Check shipping errors:
   • "No shipping options"
   • "Can’t ship to this address"
4. Analyze payment failures:
   • Look at error codes
5. Test your own checkout
6. Make error messages clear and helpful

"Error messages trigger stress. That can cause users to give up." – CXL

To reduce errors:

• Set up shipping zones correctly
• Test with different products
• Check product weights
• Review third-party apps
• Match package size to shipping options

10. Check Coupon Code Problems

Discount codes can attract or repel customers. Here’s how to handle them:

1. Track coupon usage rates
2. Test codes regularly
3. Check for expired coupons
4. Review restrictions
5. Analyze error messages
6. Consider hiding the coupon field
7. Create a custom coupon page
8. Use pre-discounted links

Remember: 27% of shoppers leave to search for codes.

11. Look at Shipping Option Issues

Shipping can make or break sales. The facts:

• 49% abandon carts due to high shipping costs
• 19% leave because delivery is too slow

What to do:

1. Show shipping costs early
2. Offer multiple options
3. Consider free shipping
4. Optimize your rates
5. Provide tracking info

Shipping strategies compared:

Strategy	Pros	Cons
Free on all orders	High appeal	Cuts profits
Free threshold	Larger orders	Deters small buys
Flat-rate	Simple	May not fit all orders
Real-time rates	Accurate	Can be expensive

Keep it simple. Show shipping info early – on product pages or in the cart.

12. Record Customer Sessions

Recording sessions reveals issues analytics miss. Here’s how:

1. Watch for rage clicks
2. Analyze form interactions
3. Check device-specific problems
4. Focus on exit points

Real impact:

"We found shoppers rage-clicking ‘Add to bag’ because size selection wasn’t clear. Fixing this resolved the issue." – Ecommerce Warriors Agency

Session recording tools:

Tool	Key Feature	Starting Price
Hotjar	Heatmaps + Recordings	Free plan
Smartlook	Auto event tracking	€31/month
Mouseflow	Form analytics	€24/month
Lucky Orange	Live chat	$10/month

Use responsibly. Comply with privacy rules.

Wrap-up

Fixing checkout drop-offs boosts sales. Here’s why it matters:

1. High abandonment: Up to 70% leave before buying
2. Small changes, big impact: 1% more conversions can mean 50% more revenue
3. Common issues:

   Reason	% of Abandonments
   Extra costs	50%
   Complex checkout	87%
   Lack of trust	18%

4. Mobile matters: 84% struggle with mobile transactions
5. Payment options: 7% leave if their preferred method isn’t available

FAQs

What’s the top reason for cart abandonment?

Unexpected costs, especially shipping and taxes. The data:

• 48% abandon due to extra costs
• 25% cite shipping costs as the main reason

To fix this:

Strategy	How to Do It
Upfront pricing	Show all costs early
Free shipping threshold	Offer free shipping above a set amount
Shipping calculator	Let customers estimate costs before checkout

Related posts

• 20 Shopify Checkout Optimization Tips to Boost Sales
• 10 Shopify Checkout Validation Techniques
• Why Shopify Payment Links Work So Well
• 10 Shopify Checkout Customization Tips to Boost Sales