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Forum Moderators: buckworks
This represents 80% cart abandonment. I lose 50% of
my customers when asking for name and address info, which I consider normal, due to browsing.
What wories me is that I lose 50% of the remaining customers at the shipping options stage, and the customers have already entered there name and address.
I wondering if this is to great of a loss, or if this is normal. I was thinking of offering free shipping during one of my slow months, to test some statistics.
1. Offer free shipping for everyone - maybe charge a slightly higher product price?
2. Display your shipping costs more prominently (if not already done so). This may lose some people straight away but may help some people come over the initial 'shock' of the value of the shipping charges.
Just my £0.02 :)
Your abandonment rates look fairly high to me, and it looks like people are just trying to find out what the shipping charges are- that seems to be 50% of the loss. Are your shipping charges very high? Can they be seen from the product and home pages?
You lose a further 20% when it comes to credit card information, and it might be worth doing some work to make that page look more trustworthy, and test it on a few people. Do you have a 1-800 number? Do you display VISA/MC icons, padlock image, security and privacy info?
We have moved to a single checkout page that is fast and friendly. Don't give them any link-outs on those pages either. The only action available, short of the back button, should be to Submit the order.
Our check out process consists of:
Displaying shopping cart contents and displaying the order form for entering Name and Shipping Info. If there are several items in the cart, if will push the order form below the fold. Not sure if this would effect conversion much.
Step 2: Choose Shipping
Select Shipping method. Well laid out, several shipping options complete with delivery time displayed.
We are at a slight disadvantage, as we are located in Canada and our shipping prices are a little higher than our American competiton, however overall, especially with no state taxes or customs charges, we are competitively priced. USPS logo is shown for Americans, Canada Post for Canada, so the Americans think they are dealing with an American Company.
Step 3: Order Summary
Order is displayed with all charges including shiping
Step 4: Collect Credit Card Info
Step 5: Thank You for placing the order.
Largest loss is from 2 to 3, only a small loss is from 3 to 5, so combining 3 and 4 is probably not worth it.