We'll do anything to avoid this.
, by Sarah Frame, 1 min reading time
In a supermarket, you push a heavy trolley to the checkout and almost always finish the job.
Online, your basket is weightless. It’s easy to close a tab, get distracted or change your mind. That’s why online “abandoned carts” are normal - they’re part of how people shop, think and compare.
At Elderflower Lane, we’re interested in smoothing the journey. So we look at the small frictions that make people hesitate - confusing options, surprise fees, unclear delivery - and we try to remove them.
The goal is simple: when you’re ready to buy, our website should feel like it’s ready too.
It’s not immediately apparent but we have totally redesigned our checkout.
No matter where you live in the UK, you know up front whether the delivery will be free, or whether there will be a small charge. You’ll be given a range of ways to pay. You’ll be made aware of our simple, friendly and fair return policy.
And, in case you’re still puzzled about something, we give you our Cambridge telephone number so you can talk to a real human who knows the item you’re interested in.
All the hard work seems to have paid off. Fewer and fewer carts are being abandoned and more customers are telling us they’re happy.