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What is the abandonment percentage you're seeing for each click between product selection and the checkout?
Does anyone have any experience with shortening the checkout process and seeing the reverse increase in consumated sales?
No where near that amount if you make things clear to the user. If you keep the pages informative, with clear objectives, I'd of guessed that the average drop off would be closer to 5% per click to start with. This would quickly increase as the number of clicks got higher.
We took our 'out of the box shopping cart system' (OSCommerce) and twiddled the check out process down to two pages:
A) enter shipping/billing/credit card info
B) Confirm everything is correct
Our sales increase overnight
I don't know if it is biased to larger sites, but I imagine it is.
However, I thought that the overall average figures would still be of interest:
- 9.4% of visitors add to cart
- of these, 58% start checkout
- of these, 58% actually buy
This gives an overall conversion rate of visitors to orders of 4.9%.
(By the way these figures slightly contradict each other but they are as they appeared in the report. I think that one of the 58%s is wrong, but the overall conversion is probably right).