Cart abandonment is a major headache for Australian ecommerce businesses. Seeing customers add items to their cart, only to leave without completing the purchase, feels like leaving money on the table. While some abandonment is normal, consistently high rates signal problems we can fix. We’ve helped numerous SMEs analyse this issue and implement strategies that demonstrably improve conversion rates.

Let’s look at some key areas to focus on. Firstly, unexpected costs are a huge driver of abandonment. Australians are particularly sensitive to this. Display shipping costs, taxes, and any other fees upfront – ideally on the product page, not just at checkout. Transparency builds trust and avoids nasty surprises.

Secondly, complicated or lengthy checkout processes kill conversions. Simplify things. Offer guest checkout, minimise the number of required fields, and clearly indicate progress through the steps. Consider one-page checkouts if your platform allows. Every extra click is an opportunity for someone to change their mind.

Thirdly, limited payment options can be a barrier. While credit cards are still dominant, Australians increasingly expect options like Afterpay, PayPal, Apple Pay, and even Buy Now, Pay Later services. Offering a variety caters to different preferences and increases the likelihood of a completed sale. We’re seeing a significant uptake in mobile payment methods, so ensure your checkout is fully optimised for these.

Finally, don’t underestimate the power of remarketing. Implement cart abandonment email sequences. These emails, triggered when a customer leaves items in their cart, can gently remind them of their purchase and even offer a small incentive to complete it – a free shipping code, for example. Personalisation is key here; tailor the message based on the items left in the cart.

Addressing cart abandonment isn’t a one-time fix. It requires ongoing monitoring, A/B testing of different checkout elements, and a commitment to understanding your customers’ behaviour. By focusing on transparency, simplicity, payment flexibility, and targeted follow-up, you can significantly reduce abandonment rates and boost your bottom line. To get started, we recommend conducting a thorough user journey analysis of your current checkout process – identify the friction points and prioritise improvements from there.