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Customers abandon Shopping Cart on Confirmation Page

Should I move confirmation page before credit card page?.

   
12:30 pm on May 4, 2012 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



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

WebmasterWorld Administrator phranque is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



do you have any measure of conversions of that 10% on subsequent visits?
1:01 am on May 7, 2012 (gmt 0)

WebmasterWorld Senior Member lucy24 is a WebmasterWorld Top Contributor of All Time Top Contributors Of The Month



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

10+ Year Member



No need for a confirmation page. Just remove that step. And remove all clutter.
11:19 am on May 8, 2012 (gmt 0)

10+ Year Member



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

WebmasterWorld Senior Member rocknbil is a WebmasterWorld Top Contributor of All Time 10+ Year Member



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

WebmasterWorld Senior Member lorax is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



@rocknbil - right on brother. :)
8:17 pm on May 9, 2012 (gmt 0)

5+ Year Member



I agree with the above. If you can, ditch that confirmation page.
4:11 pm on May 10, 2012 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



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

WebmasterWorld Senior Member 5+ Year Member



I would be interested to see if that percentage just shifts to the next final page, after you change it.
10:03 pm on May 13, 2012 (gmt 0)

WebmasterWorld Senior Member planet13 is a WebmasterWorld Top Contributor of All Time Top Contributors Of The Month



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!