9th December 2024
Tackling online shopping cart abandonment is a continuous challenge, especially in the travel sector.
Issues can stem from concerns like payment security, lack of preferred payment methods, and complicated checkout processes, as well as industry-specific factors such as complex fare structures and numerous add-on options for services like window seats and meals. All of this makes cart abandonment a complex issue in this sector.
A key strategy that stands out is the reliance on ongoing testing and data analysis to enhance the cart-related experience. Norwegian Airlines emphasises the importance of owning the entire checkout process. At the #ATPS2024 conference in London this year, Mette Evensen from Norwegian Airlines highlighted the need for a data-driven approach to achieve the optimal payment mix during checkout. “Customer experience and conversion drive development,” she noted, explaining how the payment team collaborates closely with the airline’s e-commerce and digital teams to boost conversion rates. A diligent to deal with cart abandonment.
Norwegian Airlines and Trustly chose to implement A/B testing, exploring various strategies such as providing additional information and promoting bank payments as a preferred method.
Mette elaborated on their testing approach, which focuses on both the upper funnel—attracting shoppers—and the lower funnel—offering relevant information and minimizing friction throughout the buying journey.
The results are measured by tracking conversion rates across markets, new users, total pay-by-bank transactions, and repeat customer orders. Additional performance indicators include overall processing times and the effectiveness of follow-up messages or emails aimed at converting abandoned carts.
How to handle cart abandonment going forward?
Join experts at the #ATPS2025 in the UK next year. Stay tuned for more details!
By Ritesh Gupta, Ai Events
