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Customers abandon Shopping Cart on Confirmation Page
Should I move confirmation page before credit card page?.
lgn1




msg:4449359
 12:30 pm on May 4, 2012 (gmt 0)

Hi

I have 10% of my customers abandoning the shopping cart on the confirmation page, after they have already entered there credit card details. And these are actual exits, not navigation to a previous page.

Their are no surprizes on the confirmation page, the customer aleady knows all the financial details, including shipping, taxes and totals before their credit card had been authorized, etc.

The confirmation page is a final check to confirm their address, and purchase configuration. All straight forward and well laid out. They just need to hit the submit button.

I figure I have three options.

a) move the confirmation page before the credit card acceptance page; but I see that the trend is to put the conofirmation page afterthe credit card entry page.

b) combine the payment and confimation page, but this may lead to clutter.

c) close the sale after the credit card info is accepted, and make the confirmation page part of the thank you page, however this may lead to more customer service issues after the sale. However this should guarntee virtually zero loss sales because of the confirmation page issue.

I figure once a customer successfully enters their credit card info, 99.9% of the time, the sale should be closed.

Can anybody give their experince on cart abandonment on the confirmation page, and how they handled it.

Thanks

 

phranque




msg:4450167
 11:37 pm on May 6, 2012 (gmt 0)

do you have any measure of conversions of that 10% on subsequent visits?

lucy24




msg:4450174
 1:01 am on May 7, 2012 (gmt 0)

Those 10% are the ones who call out to spouse OK, I'm placing the order!
whereupon spouse says We need to talk about this a little more
or Don't you remember? We maxed out that card for Great-Aunt Tillie's birthday!
or No, wait, they've got them on sale at evilcompetitor dot com.

Uhm. I guess it depends on what you're selling.

philbish




msg:4450350
 2:38 pm on May 7, 2012 (gmt 0)

No need for a confirmation page. Just remove that step. And remove all clutter.

haggul




msg:4450768
 11:19 am on May 8, 2012 (gmt 0)

Option C without any doubt!

You said "Their are no surprizes on the confirmation page, the customer aleady knows all the financial details, including shipping, taxes and totals before their credit card had been authorized, etc. " - so it's an superfluous step.

rocknbil




msg:4450957
 5:39 pm on May 8, 2012 (gmt 0)

The confirmation page is a final check to confirm their address, and purchase configuration.....They just need to hit the submit button.


I despise these. They make me feel stupid and I've almost "not" completed an order many times due to them. :-) As soon as the CC info is entered I should be done. I'm already thinking about getting up from the chair or opening the next tab or . . . WHAT? One more button? Okaaaay . . . . :-P

lorax




msg:4451249
 12:13 pm on May 9, 2012 (gmt 0)

@rocknbil - right on brother. :)

pbradish




msg:4451513
 8:17 pm on May 9, 2012 (gmt 0)

I agree with the above. If you can, ditch that confirmation page.

lgn1




msg:4451885
 4:11 pm on May 10, 2012 (gmt 0)

Well that was a very clear answer. The confirmation page is now going post-sale as part of the thank you for your order page.

dpd1




msg:4452121
 7:30 am on May 11, 2012 (gmt 0)

I would be interested to see if that percentage just shifts to the next final page, after you change it.

Planet13




msg:4452982
 10:03 pm on May 13, 2012 (gmt 0)

c) close the sale after the credit card info is accepted, and make the confirmation page part of the thank you page, however this may lead to more customer service issues after the sale.


Definitely do this!

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