Bridging the Gap: 7 Hacks to Convert Add-to-Cart to Thank You Page for D2C Brands

Direct-to-consumer (D2C) brands often struggle with an alarming drop-off rate between the add-to-cart stage and the thank-you page, leading to lost revenue and high customer acquisition costs (CAC). Research indicates that the average cart abandonment rate in e-commerce is 69.8% (Baymard Institute). This means nearly 7 out of 10 customers leave without completing their purchase, causing substantial revenue leakage.

In this article, we explore 7 proven hacks that D2C brands can implement to reduce cart abandonment, boost conversions, and ultimately drive profitability. Each strategy is backed by research, real-world examples, and actionable tips to help you succeed.

1. Optimize Your Checkout Flow

A lengthy or complicated checkout process is a major deterrent. Studies show that 17% of users abandon carts due to a complicated checkout process, and 18% leave due to security concerns (Statista, 2023).

Tips:

• Simplify the process: Use a single-page checkout design or reduce unnecessary fields.
• Guest Checkout: Enable a guest checkout option. A Baymard study found that 24% of shoppers abandon carts because they are forced to create an account.
• Auto-fill & Autofocus: Leverage auto-fill features and focus on input fields for better UX.

Example:

Brands like Amazon have mastered one-click purchasing. Smaller D2C brands like Warby Parker implement autofill for address and payment details, leading to a 10–15% lift in checkout completion rates.

2. Offer Multiple Payment Options

One of the top reasons for cart abandonment is a lack of preferred payment methods. According to Statista, 9% of shoppers abandon their carts due to limited payment options.

Tips:

• Include popular options like credit/debit cards, digital wallets (Paytm, Google Pay, Apple Pay), Buy Now Pay Later (BNPL), and COD (Cash on Delivery).
• Optimize for regional preferences. For example, Indian D2C brands should prioritize UPI payments.

Example:

Indian D2C brand Mamaearth saw a 20% increase in order completion rates after integrating BNPL options like Simpl and offering UPI payments alongside COD.

3. Reduce Unexpected Costs

Unexpected shipping costs or taxes are a conversion killer. 48% of shoppers abandon carts because of extra costs that show up late in the process.

Tips:

• Be transparent about shipping fees upfront.
• Offer free shipping thresholds (e.g., free delivery on orders above ₹500).
• Use dynamic pricing to display tax-inclusive costs.

Example:

Nykaa, a leading Indian beauty e-commerce brand, prominently displays shipping costs during product selection. Their strategy of offering free shipping above ₹599 has been crucial in improving conversion rates.

4. Leverage Retargeting Strategies

Shoppers often abandon carts due to distractions or indecision. Retargeting is an effective way to nudge them back.

Tips:

• Email Retargeting: Personalized emails with product images, prices, and discounts can bring customers back. Cart abandonment emails have an average open rate of 43.76% (Omnisend).
• Ad Retargeting: Use platforms like Google and Meta to show ads reminding users of their abandoned carts.
• Urgency Cues: Add phrases like “Hurry, only 2 left in stock” or “Price drop alert.”

Example:

D2C apparel brand Bewakoof uses cart abandonment emails with personalized discount codes. This strategy resulted in a 25% recovery rate for abandoned carts.

5. Incorporate Trust Signals

Consumers need assurance about the safety of their payments and the quality of their purchases. Lack of trust can lead to drop-offs, especially for first-time buyers.

Tips:

• Showcase SSL certification badges and secure payment icons.
• Display reviews and ratings prominently on the checkout page.
• Offer easy return policies and clearly communicate them during checkout.

Example:

Furniture D2C brand Pepperfry highlights free returns, 100% buyer protection, and authentic product guarantees. This strategy helped them boost conversions by 18% year-on-year.

6. Use Exit-Intent Popups

When users hover to exit the page, exit-intent popups can stop them in their tracks. These popups, combined with an enticing offer, can significantly reduce abandonment.

Tips:

• Offer time-sensitive discounts or free shipping through the popup.
• Include clear CTAs like “Complete Your Purchase Now” or “Claim Your Discount.”
• Avoid being intrusive; ensure the popup enhances user experience.

Example:

Fabletics, a D2C fitness apparel brand, uses exit-intent popups offering first-time discounts. This tactic contributes to an average cart abandonment reduction of 10–15%.

7. Incentivize Loyalty

Loyal customers are more likely to complete their purchases. Incentives such as reward points or exclusive perks can encourage repeat transactions.

Tips:

• Implement a points-based loyalty program.
• Provide perks like priority shipping, early access to new collections, or personalized discounts.
• Regularly engage users through email or SMS with exclusive offers.

Example:

Sugar Cosmetics introduced the Sugar Loyalty Program, where customers earn points redeemable on future purchases. This strategy increased their customer retention rate by 25% in just six months.

Supporting Data and Statistics

1. Baymard Institute reports that reducing cart abandonment can save brands $260 billion annually.
2. Google Analytics suggests that a mobile-first checkout design can improve conversions by 22%.
3. According to Shopify, businesses implementing loyalty programs see a 20% increase in repeat purchases.

Final Thoughts: The Revenue-Boosting Formula

Reducing the gap between add-to-cart and thank-you page is not just about plugging revenue leaks — it’s about creating a frictionless and delightful customer journey. By focusing on these 7 hacks, D2C brands can not only decrease abandonment but also maximize profitability.

If you’re a D2C brand facing this challenge, remember: even small changes can result in significant gains. Test these strategies, monitor performance, and refine your approach to ensure that every shopper who clicks “add to cart” is more likely to reach the coveted “thank-you page.”