Optimizing checkout and combatting cart abandonment
Posted: Mon Feb 17, 2025 10:08 am
Leading enterprise brands that harness the power of a headless commerce architecture can capitalize on the innovation of best-in-breed vendors whose specialty apps can add customization and flexibility to any online retailer.
As Senior Product Marketing Manager at Bold Commerce, Anatolii Iakimets, notes in a recent Bold Commerce blog post: “Retailers on legacy commerce platforms want to switch to more modern platforms because they are focused on growing revenue, making changes quickly, offering a better customer experience — which they cannot accomplish easily because legacy technology is rigid and expensive to maintain.
Customer expectations are at the heart of building a frictionless checkout experience. Due to how widespread online shopping has become, customers expect smooth checkout flows where they can easily move from field to field and page to page to reach the final stage of checkout without any disruptions.
Developing a seamless checkout experience is a front-burner issue for fantuan database ecommerce brands. According to the RSR report Retail eCommerce in Context: The Next Iteration, more than 80% of retailers surveyed responded that improving the online checkout experience is a priority.
Today’s omnichannel environment should encourage brands to evaluate how effective their checkout experiences become when shoppers interact with brands via various touchpoints, from social to mobile to voice search. Consistent testing, such as A/B testing, and double-checking the checkout flow from each channel will build confidence for the brand, especially if they schedule these checks as regularly as possible.
Another avenue for optimizing checkout includes engaging shoppers with discounts and coupon codes. Customers can be swayed to brands with extensive online coupon programs they find in their inbox. Strengthening email marketing campaigns are important to attract and retain customers with coupon giveaways.
Crafting these strategies and basing decisions on data all contribute to fighting the scourge of cart abandonment, when shoppers leave a retailer’s website without paying for the items in their online cart.
In 2019, the Baymard Institute analyzed several individual studies and found that the typical cart abandonment rate across the board is 69%.
As Senior Product Marketing Manager at Bold Commerce, Anatolii Iakimets, notes in a recent Bold Commerce blog post: “Retailers on legacy commerce platforms want to switch to more modern platforms because they are focused on growing revenue, making changes quickly, offering a better customer experience — which they cannot accomplish easily because legacy technology is rigid and expensive to maintain.
Customer expectations are at the heart of building a frictionless checkout experience. Due to how widespread online shopping has become, customers expect smooth checkout flows where they can easily move from field to field and page to page to reach the final stage of checkout without any disruptions.
Developing a seamless checkout experience is a front-burner issue for fantuan database ecommerce brands. According to the RSR report Retail eCommerce in Context: The Next Iteration, more than 80% of retailers surveyed responded that improving the online checkout experience is a priority.
Today’s omnichannel environment should encourage brands to evaluate how effective their checkout experiences become when shoppers interact with brands via various touchpoints, from social to mobile to voice search. Consistent testing, such as A/B testing, and double-checking the checkout flow from each channel will build confidence for the brand, especially if they schedule these checks as regularly as possible.
Another avenue for optimizing checkout includes engaging shoppers with discounts and coupon codes. Customers can be swayed to brands with extensive online coupon programs they find in their inbox. Strengthening email marketing campaigns are important to attract and retain customers with coupon giveaways.
Crafting these strategies and basing decisions on data all contribute to fighting the scourge of cart abandonment, when shoppers leave a retailer’s website without paying for the items in their online cart.
In 2019, the Baymard Institute analyzed several individual studies and found that the typical cart abandonment rate across the board is 69%.