If you run an ecommerce site, you know that many shoppers add items to their cart but leave before completing their purchase. Unfortunately, cart abandonment is common with data showing that the average rate from June to November 2016 hovered around 79%.

Depending on the reasons for abandoning their purchase, this can mean a lot of missed sales that could have been avoided. But having the right content in the checkout process can have a huge impact on successfully connecting with your customers and reducing cart abandonment.

To successfully convert more, you need content that initially convinces and then reassures shoppers that your solution is the right one for them before finally getting them to hit buy.

Content that Convinces

To start, you need product descriptions that tell customers exactly what they’d buying and, more importantly, how it will benefit them. A quality product description that details a product’s FAB (Features, Advantages and Benefits) will help entice and reassure customers that your product is right for them.

Be sure to show all the information that a customer will likely be interested in like price, shipping and returns while removing anything that is likely not relevant. If a customer has a burning question, they likely will not have the patience to look all over your site for the answer. Keep your personality and tone consistent throughout your ecommerce experience so customers are more likely to complete their transaction.

Content that Reassures

Customers want to know that what you’ve said to convince them is true. For this, social proof can have a huge impact. If shoppers can see that others are happy with your product, they’re much more likely to complete a purchase. Therefore, making testimonials and reviews visible on your product page can increase conversions.

Customers can also be reluctant to give out their personal information and contact information, especially if you are a company they have no experience with. Reduce their fear by being transparent and explaining why certain information is necessary and how you keep it secure (security seals are great for this). For example, if you need a customer’s phone number for delivery purposes, be sure to communicate that to them.


SafeCart, for example, requires customers’ email addresses in order to send them activation instructions. They also assure customers that their information is kept confidential.

Content that Converts

By the time customers reach the checkout page, they often want clarification of the items they’ve chosen. Include details of every product ordered, the quantities, total prices, shipping info and anything else that’s relevant. This reduces the chances that people will return to other pages to double-check information and abandon their cart.

The call-to-action (CTA) is often the final hurdle to purchase and, though it is usually short, it can be challenging. For example, did you know that buttons that say “Buy Now” or “Purchase Now” tend to decrease conversions? In one study, the phrase “Buy Now” decreased conversions rates by 9.6%.

Additionally, CTAs with a first person perspective may also help. Research by Ryan S. Elder and Aradhna Krishn showed that if people can mentally visualize themselves doing something, they’re more likely to do it. You can tap into this idea by using more personalized language, like “I,” “Me” and “My” in your call-to-action copy. For example, if you want customers to register for an account, instead of using words like “Register Now” or “Create an Account,” use phrases like “Create My Account” or “Sign Me Up Now.”

If at First You Don’t Succeed

Just because someone has abandoned their cart doesn’t mean they’re lost forever. Re-engage with customers who abandon their carts with follow-up emails with their cart saved. Many customers do not make purchases during their first visit and some customers even use their cart as a “wish list” for later.

Keep Testing

These are just a few content strategies you can use to combat cart abandonment. When you combine good content with an optimized design as well as multiple payment and shipping options, it can dramatically impact sales. There’s no universal remedy to cart abandonment, which is why every business should track their progress and test all the changes they make.

Spend some time testing different types of copy through your entire shopping and checkout process. You’ll soon discover that by making even tiny content adjustments, you can have a huge impact on your conversion rates.