You've been optimizing your ecommerce website for the search engines, and you've experienced a surge in traffic. The only problem is, those visitors aren't converting into paying customers.

You do some research, and you discover that many visitors add items to their carts, but leave your website without completing their purchases.

Don't panic.

Shopping cart abandonment is more common than you think. In fact, the Baymard Institute reported that 69.23 percent of online shopping carts are abandoned on average.

So what can you do to prevent shopping cart abandonment, and encourage more people to complete their purchases?

If you think about it, people are abandoning your site from the checkout page. So there must be something wrong with that page.

Here are three tips to optimize your checkout page to increase ecommerce conversions:

1. Include an extra cost calculator

According to the Baymard Institute report, the biggest reason people abandon their shopping carts is because the extra costs, like shipping and taxes, are too high.

Additionally, a significant number of people abandon their carts because they can't see or calculate the total cost of their order up front.

The best solution for this is to be transparent about extra costs. Give shoppers the option to either view, or calculate additional costs before they proceed to checkout.

If you have a fixed shipping charge, or offer free shipping, you can display that on your product pages.

2. Simplify the checkout and signup process

The Baymard Institute report also found that the second most common reason people abandon their shopping carts is because the site made registration compulsory. This is followed by a long or complicated checkout process.

So the next thing you need to do to prevent cart abandonment is to simplify the entire process.

First of all, implement a one-click sign-in option, to allow existing users to sign in to their account by simply clicking on a button. Once they're signed in, offer an express checkout option so they don't have to go through multiple stages to finish their purchase.

You should also give new shoppers the option to checkout as guests to minimize the need for creating a new account. Or you can give them the option to sign up using their social media accounts, so they don't have to go through a long, grueling process to create an account.

Additionally, minimize the number of steps, or form fields required for checking out. And include a progress indicator to show shoppers that they only have to go through a few steps to finish their purchase.

3. Include trust seals

Another of the top reasons for cart abandonment is security issues. Shoppers didn't trust the website enough to enter their credit card information.

The best way to resolve this issue is by adding a well-known trust seal or security seal. Adding these seals can reduce customer anxiety about entering payment information, which can result in more completed purchases.

Another Baymard Institute study found that a Norton security seal invoked the highest sense of trust in shoppers. This is followed by a Google Trusted Store seal, a BBB Accredited seal, and then a TRUSTe security seal.

These are three of the best ways to optimize your checkout page to prevent cart abandonment and increase ecommerce conversions.

Got any questions about these tips, or any to add? Let me know in the comments.

Published on: Jun 19, 2017