[FAQ]

Hey,

I’ve been looking at my website analytics, and our cart abandonment rate is… frankly, it’s depressing. We’re spending money to get people to the site, they’re browsing, and they’re even adding products to their cart. But then a huge percentage of them just disappear before checking out.

It feels like my website has a giant leak.

I’m pretty sure my checkout process is too long or something, but I’m not sure. What strategies have you all found that actually work to fix this? Is it about exit-intent popups? Follow-up emails? Simplifying the forms? I’m willing to try anything at this point.

Thanks.

[Jeff Bullas]

That’s the right metric to be watching, as it’s the biggest leak in most online stores.

Short Answer: You reduce cart abandonment on your website by using clear, reassuring text and high-quality images throughout the checkout process to remove surprise costs and build trust.

It’s all about eliminating friction and anxiety for the user, and your website’s content plays the lead role in that.

The most critical way to use your website’s content to fix this is by eliminating surprises. First, the text on your checkout page must be perfectly clear; this means showing the total cost, including any shipping fees, upfront rather than surprising the user on the final step. Second, use small, high-quality thumbnail images of the products in the cart throughout the checkout process, as this visual confirmation reassures the user they are buying the right items. Third, you must display trust-badge images prominently near your payment fields; these are not just decorative, these security-seal images are vital content that builds last-second confidence. Finally, simplify all the text fields required, asking only for the absolute minimum information needed to process the order, as a long, complex form is a major source of friction.

Cheers,
Jeff

[Author]

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