Reduce Cart Abandonment with These 7 Effective Ways to Build Trust at Checkout

Ecommerce Best Practices | 6 mins

In 2018, the average cart abandonment rate during checkout was 41%.

Long before they even get to checkout, the majority of shoppers who visit your store won’t end up buying from you. In fact, in 2018, 79.17% of shoppers just browsed, added an item to their cart, and then left without making a purchase.

In other words, for every 10 shoppers with at least an item in their cart, about 8 of them will leave your website before completing their purchase.

The reasons for a high cart abandonment rate are many, and not sharing credit card information due to privacy concerns at the checkout page is one of them. The Internet is now filled with countless stories of credit card fraud and online scams. So it’s natural for shoppers to be wary the first time they shop at your store.

Shoppers aren’t sure if your business is legit, your address is real, or your payment process is safe. They don’t see any sign that they should trust you and buy from you. Even when your product will fulfill their needs, they still hesitate.

If you’re looking for cart abandonment solutions, you’ve come to the right place. This article will give you seven effective techniques to build trust at the checkout page, reduce abandoned carts, and increase sales for your business.

1. Ensure your brand is prominent and trustworthy

Research shows that trust has a huge impact on customers’ intention to buy. When trust is high, they’ll be more likely to enter their payment information and complete the checkout. When trust is low, they leave a store without a second thought.

But for online business, building trust at checkout isn’t that easy. It’s because customers don’t know who you are. They can’t meet you in person or even make any face-to-face contact with you. They must rely entirely on the digital experience, which means they observe your checkout page and use their intuition to decide if they can trust you.

According to Harvard Business Review, customers tend to rely more on intuition than deliberation when making a buying decision online. They judge everything on your checkout page, from aesthetics, professionalism to any other implicit clues.

Case in point, KylieSkin’s checkout page is a strong example of a website with strong branding and a well-defined aesthetic:

Checkout page for KylieSkin Cosmetics

Source: Kylie Skin

So, you should keep that in mind when designing your checkout page. For example, you can use a white-labeled, full-funnel financing provider to ensure that every aspect of your checkout page uses your own logo, font, and color. Such small changes can bring a sense of safety for shoppers, strengthen customer loyalty, and reduce cart abandonment—skyrocketing your conversions.

2. Simplify the checkout process

The simpler your checkout process, the lower the cart abandonment rate, and the better your conversion rate. To do that, you need to eliminate unnecessary elements and ask for less information. Try to make your checkout as easy, simple, and fast as possible.

Ask yourself: Do your shoppers need to go through four or five pages to complete their purchase? Do you really need to ask their address or birthday? If the answers are a loud NO, you should remove these fields from the checkout.

Here is an excellent example from Spotify:

Spotify checkout page

A rule of thumb is to make form filling easy and intuitive through good design. This also includes:

  • Use asterisks for mandatory fields.
  • Use dropdowns where there are lists of options, say, country list.
  • Use radio buttons where there are only a few options.

3. Show the right trust badges

Trust badges, also known as security badges or trust symbols, act as a guarantee for your store’s trustworthiness. They’re placed on your checkout page to show that your store is legitimate, your payment methods are safe, and all the data are collected through secure third-party service providers.

Case in point:

Moon Magic Jewelry Checkout Page

Source: Moon Magic Jewelry

The higher the prices of your products are, or the less known your store is, the more critical it is to show trust badges on your store. Shoppers need to be sure you’re real before they add an item to their cart.

Pro tip: Not all trust badges are good. You should go with recognized third parties. Do an A/B test if you aren’t sure which badge brings the most effective result.

4. Display social proof

According to Nielsen, 92% of people will trust a recommendation from someone they know. We possibly don’t trust a brand or its website… We’d rather trust our peers.

Word of mouth is the most trusted source of advertising. The second is reviews and ratings. Shine Armor knows that well. Their products have a lot of ratings with 4 to 5 stars, so they feature them right under trust badges in the checkout page.

Shine armor checkout page

Shine Armor shows ratings, reviews, and images of the product customers bought. Alternatively, you can use social share counts, live sales notifications, or testimonials like this:

adjustable pillow checkout page

To further motivate shoppers to buy, you can display the number of visitors who are viewing the item, how many items were sold in your store, and how many people have already made a purchase.

5. Offer instant customer service

The chance is that your potential customers will have some questions during their checkout. To provide them instant support without leaving the checkout page, you can use a live chat. It’s an effective way to support customers at the right time and make them feel secure to complete the purchase.

Luxy Hair did a good job of offering a little Messenger button on their checkout page. Shoppers can click it to go directly to Messenger and start chatting with a customer service agent.

luxy hair checkout page

6. Be clear about everything

Don’t make shoppers shocked at the checkout. They may love surprising gifts, but they hate surprises at checkout.

To avoid that, you should make sure everything is clear from the start. This includes information about price, shipping methods, refund, and return policy, like this:

rhone checkout page

Source: Rhone

You can also create a separate page for shipping, refund, and return policies. For example, Myth of Eastern did an excellent job of creating a dedicated page for their shipping, return, and refund policy. They also created a FAQ page for more in-depth advice.

myth of easter checkout faqs

7. Use express checkout

23% of shoppers will leave your store without completing their order if you require them to create an account before they complete the checkout. They want to do things quickly and have instant results.

Here is the rule: Don’t force your shoppers, especially first-time buyers, to create an account before they can complete their order.

Instead, add the Guest Checkout button or use Express Checkout methods to give shoppers a shortcut through the checkout process. Websites that use PayPal Checkout have a 47% higher conversion rate than those that don’t.

Here is an example:

Jefree star cosmetics checkout page

Source: Jeffree Star Cosmetics

Your turn

Now you’ve known useful techniques to build trust with shoppers and reduce cart abandonment at checkout. These tactics are by no means fancy or novel ideas. They’re simple but can make the biggest difference in your sales.