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Grow reader revenue
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Refine your checkout flow
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Refine your checkout flow
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Refine your checkout flow
Recover revenue from potential subscribers
What is cart abandonment?
Cart abandonment or checkout abandonment is when a potential subscriber or donor starts to purchase a subscription or donate, but doesn’t complete the transaction.
Abandonment rate averages 70% across all industries (2023). In other words, for every 10 people who select a subscription, 7 will leave without purchasing.
Why do people abandon a subscription or donation?
Long checkout processes, site speed, unexpected costs, and lack of security are just a few reasons why people abandon a subscription or donation, after starting to checkout.
If you’re on your phone, you’re more likely to abandon checkout at the first sign of friction.
💡 Best practices to prevent cart abandonment
Make subscribers feel secure
Use fewer steps
Show their progress
How do I track abandonment rate?
To calculate your news organization’s cart abandonment rate, use the following formula:
Cart abandonment = Incomplete Transactions ÷ Carts created
For example, if 100 people began the process of purchasing a subscription or making a donation and 40 people completed their purchase, then 60 people “abandoned” their cart.
0.6 = 60 incomplete purchases ÷ 100 carts created
Your cart abandonment rate is 0.60, or 60%.
💡 Best practice: Use an overlay when someone returns to the page, or when they are about to leave the page
Make subscribers feel secure
17% of people abandon carts because of lack of trust, like credit card theft or other security concerns.
💡Best practices to be transparent with data
Ask for their e-mail first, so you can follow up
Add a guarantee like “We will never share your data”
Ask for essential fields only:
Email address
Password
Credit card information
Billing address
Ask for first name, last name, and physical address only for print subscriptions
Avoid asking for phone number or gender
Add “Cancel Anytime” below the final purchase button
Use fewer steps
A 2019 study found that half of surveyed shoppers were less likely to complete their online purchase if the checkout process took more than 30 seconds.
💡Best practices for a faster checkout flow
Limit checkout to a maximum of three steps, like Account, Billing, and Review.
Enable social login. This allows your audience to sign-in or register with one-click using an existing social media account.
Enable autofill
Enable the number keyboard on mobile for easier selection
Enable third-party payment options like PayPal or Amazon Pay
Display checkout as one page
Show their progress
21% of people abandon carts because of complicated or lengthy checkout experiences.
A clear and simple checkout page reduces confusion, keeps potential subscribers and donors informed throughout the journey, and allows for purchases to be completed with ease.
💡Best practices to simplify your checkout
Display an anchored progress bar
List steps, such as “1 of 3”
Anchor an itemized order summary to the page
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What is the average cart abandonment rate across industries?
70%
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20%
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