An effective e-commerce shopping cart is crucial for converting visitors into customers. With an average cart abandonment rate of 68%, there’s a pressing need to address common barriers to purchase and improve the user journey. This blog delves into 10 key strategies to optimize your basket page, aiming to reduce abandonment and enhance customer experience.

1. Basket Summary and Clear Checkout Call to Action

Ensure your cart provides a concise summary of the products added, including cost breakdowns and shipping estimates. Websites like Sephora and excel in this area. Remember to use pinned summaries for long basket lists and experiment with call-to-action phrasing for optimal results.

2. Increase AOV with Targeted Upsells

Utilize upsells to boost your average order value (AOV). Complementary items should be presented with compelling propositions. Kettle and Fire, for instance, use a one-click add-to-order feature, making their upsells both relevant and efficient.

3. Consistency with Mini Baskets

Maintain design consistency between your mini basket and the main cart page. This consistency helps users navigate and understand where to find crucial information. Cart drawers are becoming a popular pattern, as seen in brands like Pangaya, which uses a slide-out pattern for cart access.

4. Providing Reassurance Through the Cart Experience

Add elements of reassurance like shipping information, live chat options, and security certifications. This approach can significantly enhance user trust and confidence during their shopping journey.

5. Clear Information on Tax and Duties for International Shoppers

For international customers, clarity on tax and duties is vital. Utilizing tools like Zonos or Avalara can help provide accurate estimates without overwhelming the user.

6. Usability Enhancements

Focus on making your cart as user-friendly as possible. This includes facilitating easy updates to product quantities, removing items effortlessly, and handling out-of-stock scenarios with clear communication.

7. Estimated Shipping Charges

Provide estimated shipping charges to avoid surprises at checkout. This transparency helps manage customer expectations and reduces the likelihood of cart abandonment.

8. Service-Based Messaging

Incorporate messaging that highlights additional services like click-and-collect, reserve options, and return policies. Brands like Rafa and Lovehoney effectively use this strategy to enhance customer reassurance.

9. Contextual Offers to Boost Basket Size

Create offers based on the contents of the user’s basket. For example, suggests relevant service upsells like appliance recycling, enhancing the overall value of the purchase.

10. Testing Discount Codes and Promotions

Carefully test the impact of discount codes and promotions on the user journey. Avoid prominent discount code boxes that can lead to journey fragmentation and ensure any promotional messaging is strategically placed.


An optimized shopping cart is a pivotal component of a successful e-commerce strategy. By implementing these 10 strategies, online retailers can significantly improve the checkout experience, reduce cart abandonment rates, and ultimately drive higher conversions and customer satisfaction.

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