Everyone knows the pain of an abandoned checkout funnel. All that investment that goes into acquiring your visitor, getting the right products in front of them, getting them to add to cart. And then BANG, they’re gone. In this quick-fire session, find out how to fix checkout abandonment for good. Originally presented by Yieldify at Journey2018

1. 16:05-16:35
The Cockpit
Will Swan-Bell
Yieldify
Checkout
optimisation
power half-hour

2. Fighting checkout
abandonment:
a game of two halves

3. 22%
of marketers
are happy with their conversion rate

4. It’s not surprising...

5. Money spent on
acquisition
$91
Money spent on
conversion
$1

6. 60%-80%
of retail carts go abandoned

7. So where do you start?

8. Long-game
improvements
Quick wins
Red op t
Bus s e s o
New m ga y
Eas p en on
Sma t s

9. There are some long-term
investments to make...

10. 1
Offer free
shipping
2
Show all costs
in your cart
tab
3
Shorten your
checkout
process
4
Introduce
guest
checkout
5
Adapt your
checkout
imagery
6
Introduce
email
remarketing
7
Review your
payment
options
8
Introduce trust
signals

11. Checkout abandonment:
the quick wins

12. 1
How to spot it
2
How to solve it

13. 1
Can I get it cheaper?

14. Spot it
1. Starts to exit on
the page with
total price
2. Selects and
copies product
name

15. Solve it

16. 1. Show that
you’ve got the
best offer

17. 2. Create a sense
of urgency

18. 3. Incentivise with
an offer (last
resort)

19. 2
I bet I can find a promo code...

20. Spot it
1. Similar to ‘Can I
get it cheaper’
2. Depends on
how prominent
your promo
code field is

21. Solve it

22. 1. Show that
you’ve got the
best offer

23. 2. Provide your
own code

24. 3
I need a second opinion...

25. Spot it
1. Extended
dwell-time on
the cart or
summary page
2. Multiple views
of the cart
summary page
followed by exit

26. Solve it

27. 1. Promote trust
symbols

28. 2. Highlight your
returns policy

29. 3. Save, share and
email

30. 4
I can do this later...

31. Spot it
If the checkout
process goes
beyond the cart
page, but no (or
few) form
interactions before
abandonment

32. Solve it

33. 1. Promote ease of
completion

34. 2. Highlight easy
payment methods

35. 3. Create urgency

36. 5
What do I do now?

37. Spot it
1. Extended dwell
on form pages
2. Extended dwell
on a particular
field

38. Solve it

39. 1. Review your
copy and CTAs

40. 2. Offer support

41. 3. Promote FAQs

42. 6
Is this site secure?

43. Spot it
Exit from payment
or summary page,
having interacted
with payment
options

44. Solve it

45. 1. Highlight
trustmarks

46. 2. Incorporate
reviews

47. 3. Promote support
functions

48. Questions?

49. Thank you!
#journey2018