Reducing cart abandonment is a great way to boost bookings, make the most of website visits, and get more customers excited to hit that final “book now” button. Unfortunately, improving your cart abandonment rate is easier said than done.
It’s not necessarily your fault. High cart abandonment rates seem to be the rule across industries. Studies show that nearly 70% of online shopping carts are abandoned before purchase. For tours and activities, the numbers aren’t much better, with industry data suggesting 60% to 80% of customers don’t complete their bookings. Without a strategy to keep visitors clicking, this will be your default.
But a few clever tweaks can make a big difference. Here’s a look at some effective strategies to keep visitors from leaving those carts behind.
Streamline your checkout
Over-complicated checkouts are a deal-breaker: 24% of customers abandon carts simply because of a long or confusing checkout process. Amazon knows this, that’s why they have the “buy now” button which allows you to check out with one click. PayPal collects a fee from online vendors in exchange for making checkout a breeze.
If you have a one-click checkout feature or payment platform integrations, that’s great. But even without these features, you can make booking easier by asking only for essential info on your checkout forms.
Keep it short and sweet, and let people book as guests (not everyone wants an account).
If you can, stick to just three checkout steps or fewer—each click closer to booking increases the chances they’ll complete the process!
Transparency is key – Ditch the hidden fees
Nothing turns people away faster than surprise fees at the last moment—56% of cart abandonments are due to unexpected costs, according to a study from WorldPay. Plus, 73% of customers say a clear refund or cancellation policy can be the nudge they need to book.
Make sure you show all fees, taxes, and extras upfront. Consider displaying your policies clearly to keep customers at ease. This is especially important for weather-sensitive tours, like walking tours. Answer the “What if it rains?” question upfront, either in clearly posted policies or an easy-to-find FAQ section.
Trust can nudge them towards a purchase
Shoppers are getting savvy about online safety. Adding security badges (like SSL or payment security seals) and awards from OTAs and guidebooks near the payment fields can increase trust, helping visitors feel more secure about booking.
And don’t forget about reviews and ratings. OTAs and many platforms have found that reviews can boost conversion rates by 10% to 15%—a few friendly reviews on your checkout page might be just the reassurance they need to commit.
Add a dash of urgency
Creating a little FOMO can work wonders.
Displaying “limited availability” for a popular tour (as long as it’s accurate) can increase urgency. Even a simple countdown timer can improve conversions by over 9% in some studies, making it clear that the experience they’re eyeing might not be available tomorrow.
Just keep it light and avoid pressure tactics—authenticity is key here.
Use cart abandonment emails (and incentives)
Sending a gentle reminder email to folks who left their carts can increase conversions by up to 20%.
Keep it friendly and personal, and maybe even include a small offer to sweeten the deal.
A simple, “Hey, we saved your spot!” can bring many bouncers back to complete their booking.
Mobile optimisation is a must
Did you know that 40% of people bounce from a website if it’s not mobile-friendly? And that’s assuming they can even find you in search engines… An un-optimized site hurts your SEO too because Google penalises sites that aren’t mobile-friendly.
With so many people booking tours on the go, a mobile-friendly checkout is a must. Smooth navigation, easy-to-click buttons, and mobile payment options (like Apple Pay or Google Pay) make it easier for mobile users to follow through with their bookings.
Offer live chat support
Sometimes, a quick question is all that stands between a booking and an abandoned cart.
A live chat option can boost conversions by 10% to 15% and resolve any last-minute hesitations.
Many customers appreciate 24/7 support, especially for questions on inclusions, cancellation policies, or accessibility. And if live chat isn’t feasible, consider an FAQ that addresses common questions.
AI chatbots are making this easier than ever, when it comes to answering simple, common questions. Curious? Contact us to learn about Harry (our AI Chatbot) and the power of integrating with your booking platform.
Showcase what people love about your tour
A clear, visually appealing summary of the tour’s key features can help people picture themselves in the experience.
Summarising tour highlights can make the trip feel real, leaving them eager to book. Including images with your booking page can boost engagement—keeping visitors interested with visual appeal.
Build a checkout experience that would make you click
Reducing cart abandonment is all about creating a smooth, friendly, and transparent booking experience. By addressing common causes of abandonment and adding a few proven features, you can turn more of those “almost” visitors into happy customers who can’t wait to take their tour. When in doubt, ask yourself, “would I click on this?”
If you’re looking for more tips on automating ticketing or optimising distribution, the Palisis resource library has plenty of insights to keep your tours moving forward.