5 Digital Nudging Techniques to Increase Checkout Completion Rates

Let’s be honest – cart abandonment is one of the biggest challenges in e-commerce. Across industries, the average cart abandonment rate sits at around 70%, meaning most customers who show intent to buy don’t end up completing the purchase. It’s frustrating, but it’s not the end of the story.

While some of this drop-off is inevitable (life gets in the way, people change their minds), much of it happens because the checkout experience itself is a barrier. It could be too long, too clunky, or simply missing the final nudge someone needs to follow through.

This is where digital nudging comes in.

At The Nudge Panel, we apply behavioural science to digital journeys. Our job is to help companies shape online experiences that feel more intuitive, helpful and human. The best nudges don’t manipulate – they guide people toward decisions they already want to make.

Here are five techniques we recommend for reducing checkout abandonment and increasing conversions, all backed by real psychological insights.

1. Progress Indicators: Let Customers See Where They Are

One of the simplest ways to keep people moving through the checkout is to show them exactly where they are in the process. That could be a progress bar, numbered steps like “1. Delivery – 2. Payment – 3. Confirmation,” or visual cues that update as users move through.

When people can see the endpoint, they’re more likely to get there. Progress indicators create a sense of momentum and reduce the uncertainty that can creep in during multi-step checkouts. It gives users a sense of control and makes the whole process feel more manageable.

The behavioural principle at play here is the Goal Gradient Effect – people are more motivated to complete something when they feel they’re close to finishing it.

2. Smart Defaults: Take the Effort Out of Decision-Making

Checkout often requires people to make several choices in quick succession – shipping method, payment type, whether to create an account, and more. Each one adds a little bit of mental effort, and that cognitive load can add up quickly.

Smart defaults – such as pre-filled billing addresses, default shipping methods, or remembered payment details – smooth the path forward. These small touches reduce friction and help customers move through the checkout more efficiently. When the platform appears to anticipate their needs, the process feels seamless and easy to follow.

This is an example of Default Bias – when given a pre-selected or recommended option, people are far more likely to accept it. Even in high-stakes contexts like organ donation, default choices drastically influence participation rates. In a digital setting, the same principle applies to everything from shipping methods to opt-ins.

3. Reassuring Microcopy: Ease Last-Minute Doubts

Even if someone is ready to hit “buy,” they might still feel a flicker of hesitation. Will this item fit? Is this a secure payment process? What if I want to return it? These are perfectly rational concerns, and they often go unspoken – but they can derail a purchase in seconds.

This is where microcopy becomes a powerful tool. These are small pieces of text strategically placed throughout the checkout to offer reassurance. Under the payment field, a short note like “Secure checkout – encrypted and protected” can go a long way. Near delivery options, a simple “Free UK shipping over £50” adds extra clarity. And near the confirmation button, reminding users about “Easy 30-day returns” can give them the final confidence to click.

This approach speaks directly to Loss Aversion - people tend to fear losses more than they value gains. Microcopy that reduces perceived risk helps people feel safer continuing with a transaction they already want to make.

4. Social Proof in Checkout: Let Others Do the Convincing

People often take cues from others when they’re unsure – especially when spending money. That’s why social proof is such a powerful tool in the final stages of a purchase.

In checkout, this might look like displaying reviews and star ratings alongside items in the cart. It could also include real-time messages like “Just purchased by 10 other customers today” or tags like “Best-seller” and “Customer favourite.” When customers can see that other people are buying – and enjoying – the same product, it reassures them they’re making a solid choice.

This taps into a well-known principle of behavioural psychology: Social Proof - In moments of uncertainty, people look to others for guidance. When other shoppers appear confident, that confidence becomes contagious.

5. Gentle Urgency: Create a Nudge, Not Pressure

Urgency can be one of the most effective nudges at checkout – but it needs to be handled carefully. When urgency is overdone, it feels pushy and can turn people away. But when it’s presented gently and honestly, it helps people take action on an intention they already had.

Examples that work well include messages like “Only 2 left in stock – order soon” or “Order in the next 90 minutes for next-day delivery.” Highlighting that an item is popular or selling quickly can also create a light sense of momentum without triggering panic.

This technique relies on the Scarcity Effect – when something feels limited, it becomes more desirable. For example, in a well-known study, participants rated identical cookies as more valuable when they were placed in a nearly empty jar rather than a full one**.** In online shopping, that perception of limited supply can be a subtle but effective motivator.

The Takeaway: Good Nudges Feel Natural

At The Nudge Panel, we believe the best nudges are the ones your customers barely notice. They don’t disrupt the experience – they improve it. When done well, nudging helps people make choices that feel easier, safer and more satisfying.

This isn’t about manipulation or pressure. It’s about clarity, trust, and making small changes that have a meaningful impact on behaviour. Each of the techniques above has been tested, studied and proven to help users complete actions they already intended to take – just with a little less friction along the way.