Studies show that up to 75% of all started online purchases never end after putting the goods in the basket. 

In this article, we will talk about how to solve this problem on a site running WordPress.

What is an opt-out purchase?

A purchase refusal occurs when a customer of an online store puts goods into a virtual basket and then leaves without having made a purchase. This is also known as shopping cart abandonment.

This can happen on the online store page, during checkout, or at any other stage of the acquisition.

Reasons for refusing purchases

There are many reasons why a user may not make a purchase. For example, on a slow site, the refusal of purchases can reach 75%.

At the same time, most of the customers who refused to purchase, just look at the virtual storefront and carry out certain studies. Only 2-3% of customers make a purchase the first time they visit an online store.

Here are the main problems with customers refusing a purchase:

  • Large additional shipping fees, taxes, etc. (55%).
  • The need to register an account to make a purchase (34%)
  • The registration process is too complicated (26%).
  • Errors and failures on the reseller website (17%).
  • Lack of preferred payment option (6%).

How to solve the refusal problem

Let’s start with technical optimization.

1. Increase the speed of the site

Long download times increase the bounce rate by mobile users.

Website Loading Speed

A few years ago,  Amazon published the results of a study proving that an extra second of page loading could cost a corporation $ 1.6 billion in losses due to lower sales.

2. Make the online store mobile

Currently, more than half of the users use mobile devices to access the Internet. At the same time, it is these users who most often refuse to purchase goods.

Page is mobile friendly

Mobile website optimization is an important usability factor for e-commerce. Use the Google Mobile Friendly Testing Tool to find out how your site appears on mobile devices.

3. Start tracking

Use the Google Analytics data and its enhanced eCommerce tracking capabilities to measure your bounce rate.

To do this, in the GA interface, go to the Conversions> Ecommerce> “Customer Behavior” section in Google Analytics. Here you can find out at what point users refuse to place an order.

Shopping Behaviour Analysis

4. Improve the checkout process.

To reduce the failure rate, simplify the checkout process:

  1. Use one-step registration – all stages of the ordering should take place on one page. If you cannot reduce this process, then try reducing the number of steps.
  2. Remove the mandatory registration – the need to register an account is one of the reasons for customer refusal. Realize the opportunity to purchase goods without mandatory registration. The WooCommerce plugin supports this feature out of the box.
  3. Reduce the number of clicks – reduce the number of actions that the user must take to buy a product. For example, customers should not be automatically redirected to the cart after adding the product. Returning to the product catalogue is another click they will have to make.

Also, use the progress indicator to show customers how far they have come in the checkout process.


5. Increase customer’s confidence

Here are some signs that indicate the reliability of the online store:

  • Professional web design.
  • Several communication channels with company representatives.
  • Privacy policy.
  • Logos proving the reliability of the site (for example, anti-virus data protection).
  • Money-back guarantee.

Protection Logos

6. Offer free shipping

Customers are more concerned about the lack of additional shipping fees than fast delivery.

Free shipping is a great way to reduce your refusal to make a purchase. If you can’t offer free shipping for all customers, then at least set a “threshold” after which customers will be eligible for free shipping.

Free Shipping

7. Offer your customers multiple payment options

One payment system is not suitable for all customers.

More Payment Methods

For example, PayPal is not available in some countries. Therefore, users from these regions will not be able to make purchases in your online store.

8. Add pop-ups on exit

Many users who refuse to make purchases simply check prices. They plan to purchase the goods but are looking for the most favourable conditions.

By pushing them a little, you can convince such buyers that the goods need to be purchased from you. This can be done using pop-ups that appear during checkout when the user is about to close the browser window.

Exit Pop-ups

Possible solutions for implementing this function:  Hustle,  Popup Maker and  Popup Builder.

9. Send incomplete purchase emails or Sending shopping cart abandonment emails

Incomplete purchase emails will be an additional tool that will remind customers of the items in their cart.

Reminder Emails


Above we examined the reasons why people refuse to make purchases. Once again, we list the steps that will help increase sales:

  1. Increase the speed of the site.
  2. Make your online store mobile.
  3. Keep track at what stage of the purchase the “loss” of customers occurs.
  4. Improve the checkout process.
  5. Use confidence indicators;
  6. Offer free shipping.
  7. Provide more payment options.
  8. Use popups.
  9. Send incomplete purchases emails.

Now you need to decide how to put these steps into practice.



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