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People leaving at the checkout page on my website

     
11:55 pm on Jul 30, 2014 (gmt 0)

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I have a website ecommerce store and, when I check google analytics I can see that on most days I get around 700 Visitors to my website per day and around 10 people going to the checkout page, but only 3 of those 10 people actually finish with the checkout. Does you know reasons why this could be? Thanks for the help.
12:22 am on July 31, 2014 (gmt 0)

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This could be normal as they may want to see the order price and then decide not to proceed. It could also be competitors checking out the competition. Or it could be people testing stolen credit cards.

Of those 10, 3 are making successful transactions. Do you know if the remaining 7 actually left or found that their transaction failed?

If you are not logging failures, perhaps you should.
1:02 am on July 31, 2014 (gmt 0)

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Everybody's numbers are different. That's about the ratio I have. However, I would be a little more concerned with the traffic to sales ratio. That seems a tad low. But, once again... Everybody is different. You may have a lot of content on your site that attracts people there for just that, so that could be misleading.
1:47 am on July 31, 2014 (gmt 0)

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I used to write commercial ecom software and then branched out and built some really big sites, including hosting thousands of them for a few years, the following is some of what I learned.

Abandoned carts come from:

1. Lack of shipping costs shown
2. Lack of tax, if applicable
3. Lack of contact data, if you have a phone # make sure it's on the cart, and TOLL FREE!
4. Hard to remove items or alter QTY
5. Easy to find RETURN, EXCAHNGE and REFUND policies
6. Required registration or account creation to checkout, a real killer and huge cause of cart abandonment.
7. Lack of HTTPS (secure server)
8. Lack of required payment methods, adding Paypal can salvage many sales I found

Basically, if your cart isn't a breeze to use people won't, and they don't want to give you full address details just to get an estimate on total costs including shipping.

I've got a list of others, like stupid template schemes where the cart is hard to read due to color and/or font size, etc., so on and so forth.

If you lack any of the above, I'd fix it ASAP and see if it helps.

ALSO - don't assume all things placed in carts come from humans. Some things can be added to carts by spiders, scrapers, etc., esp. if you have default qty set to '1' or an easy "add to cart" button which might get crawled.
3:55 am on July 31, 2014 (gmt 0)

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These days, another cause of cart abandonment is if the cart requests a coupon code. People go out to search for one and end up on another, competing site when they "click to reveal" the code. Since many merchants offer specials to their email list of users, it is common to put a box in the checkout form to add a code. Some merchants keep people in the cart by showing some default code in the checkout so people don't feel like they could have got it for less.
12:06 pm on July 31, 2014 (gmt 0)

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TOLL FREE!

In the US maybe. In the UK have a standard geographic number as all "special" numbers, including "toll free" ones, are charged at premium rate when called from a mobile.
4:18 am on Aug 1, 2014 (gmt 0)

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Did anyone say "Welcome to Webmasterworld?"

Welcome.

How new is your site? Do you have a several year history of drops? Else, I suspect you are seeing what we all see... a form of buyer's remorse when it comes time to actually apply their card info.

For me, a fifty percent drop rate is pretty normal. (General goods, nothing special) on one site and an eight-seven per cent drop on a more qualified and singular website (where the dollar values are rather substantial). Both seem rather ordinary.

You will NEVER make every visitor a sale. Ever. Work with the metric from there to see what you can do to improve conversions.
2:26 pm on Aug 1, 2014 (gmt 0)

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Some things you might consider doing are:

1) having quotes from testimonials appear ON the checkout pages

2) Have a brief explanation of the return policy

3) Offer a "ships within 24 hours or 10% off" policy

4) Place any kinds of third-party ratings on the checkout pages.
2:37 pm on Aug 1, 2014 (gmt 0)

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1. Lack of shipping costs shown


High shipping costs is the reason I abandon carts. Might be why Amazon introduced Prime, to remove that consideration from the buying process.
3:49 pm on Aug 1, 2014 (gmt 0)

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A few other things (small, but helpful, I found):

Sort your shipping costs by lowest priced first (instead of alphabetical)

Sort your payment options by most popular (probably Visa for most merchants), then second most popular (probably Mastercard) then the rest of them.

I did notice an improvement in conversion rate when doing the above. It also eliminated the emails / phone calls from people asking why I don't ship first class mail (I did / still do) and why I don't take visa (I did / still do).

~~~~~

Also, TOO MANY shipping options can be a problem.

And if the customer is presented with choices for insurance or no insurance, or tracking and not tracking, and signing for a package and NOT signing for a package, they can all cause them to hesitate.

And since most people DON'T know the difference between UPS and USPS, and fedex and ontrac and other shippers, it might be better to list shipping options as:

5-7 business days [cheapest price here]
3-5 business days [second-cheapest price here]
2-3 business days [most expensive price here]
 

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