A few web analytics systems allow you to see at what point in a form visitors are dropping off. It might be worth seeing if your provider does that.
Aside from that, here are a few off-the-top-of-the-head suggestions:
1. Telling customers to abandon
Perhaps some of the drop-offs are due to the 'Measuring Guide' link? If I reach that point & realise that I haven't measured up, I'll need to either come back to the site another time, or at least pause while I go and measure up. It's difficult to do that as, though you show the measuring guide, I have to use the back button or click elsewhere on the site to find the measurements of the item I'm buying.
Try moving the 'measuring guide' note earlier in the checkout process to see whether that is causing drop off.
2. The checkout process is quite long (or seems quite long)
You could try separating things out into a couple of pages (eg. separate delivery & handling / terms & conditions onto a separate form? don't include 'delivery and handling' as a 'please select...' option, when I can't change it). You could also switch to taking just the postcode & do an address lookup if you have that capability. (actually, thinking about it, you take the postcode twice)
You could also Try using an amazon-style 'step 1. order step 2. billing address step 3. shipping step 4. order complete' header at the top, with the current step emboldened. This gives the customer a quick reference of where they are in the process, how much is left, etc.
4. Untrusting buyers
Actually I don't know if this is a problem (with your target market it may be), but it's always worth making sure. Including a couple of 'verisign' type logos & mentioning that you have a secure checkout system cannot hurt. Adding a phone number prominently on the checkout pages (if you have anyone to answer it) could also help (& would quickly identify any problems).
5. General design/wording
You could move the labels closer to the input boxes. I have to look over to the left then over to the right just to fill each one in. I'm not sure that anyone would abandon based on that, but if they put the wrong things in the wrong boxes a couple of times it can be frustrating.
Can I use a debit card? The page says 'credit card address'. Perhaps you're losing buyers there? Why not put the symbols of the cards you accept to reassure people at this stage?
6. Technology.
Fix your checkout process so that using the (browser) back button works. If I use the back button at the moment (which the 'measurement guide' may compel me to do), it throws up a 'Warning: Page Expired' page & I have to click around a few times to get back into the process. Some customers may just abandon at this point, and the 'WARNING' error message may lead people to believe the process isn't secure.
7. Make it foolproof
Rather than telling people they've filled things in wrong after they hit 'next', tell them at the point they fill it in (eg with a tick/cross beside the input box, or just a dialog box onblur).
If there's anything at all potentially confusing, why not include a tooltip beside it with an explanation?
Shopping Cart Abandonment, JimWilliams, 21 Nov 17:31 I have a site which is suffering vey high shopping cart abandonment. We have located the problem to a single page where customers enter their creditcard address. The credit check i ...
Shopping Cart Abandonment, PauleyDesign, 21 Nov 21:09 Is the page within the secure zone (https)?
Many customers will abandon the site if any kind of credit card information, even credit card ddress details, is asked for before bei ...
Shopping Cart Abandonment, JimWilliams, 21 Nov 21:49 Yes this page is in https - but i thought this would be a poistive thing for customers as they know that there details are more secure. Surely this wouldn't make people leave. Do y ...
Shopping Cart Abandonment, DavidCook, 21 Nov 21:53 Sorry, I think my last message was slightly unclear. I was explaining that if it wasn't in https then it would discourage people. Can you post a link or screenshot of the page? ...
Shopping Cart Abandonment, JimWilliams, 22 Nov 10:03 David - take a look at (http://www.reidfurniture.com/store/uk) www.reidfurniture.com/store/uk let me know what you think. ...
Shopping Cart Abandonment, lisac, 28 Nov 15:47 At risk of stating the obvious, this is the page where the user is guided to check that the furniture will fit in their house. Could the reason for cart abandonment be something as ...
Shopping Cart Abandonment, danielb, 22 Nov 09:57 can you post a link to the page, or a link to a screenshot of the page? without seeing it, it's very difficult to offer any useful advice. ...
Shopping Cart Abandonment, JimWilliams, 22 Nov 10:05 Daniel - fair point as per my reply to David above take a look at (http://www.reidfurniture.com/store/uk) www.reidfurniture.com/store/uk Any advice appreciated. ...
Shopping Cart Abandonment, danielb, 22 Nov 11:19 A few web analytics systems allow you to see at what point in a form visitors are dropping off. It might be worth seeing if your provider does that.
Aside from that, here are a ...
Shopping Cart Abandonment, JimWilliams, 22 Nov 12:15 Daniel,
Loads of ideas here - some of the things are quite challenging in the confines of our off the shelf shopping cart. But other are quite easy to fix. I also looked at the ...
Shopping Cart Abandonment, PaulRouke, 23 Nov 19:50 Hi Jim,
In addition to Daniels comprehensive list of suggestions, below are some of mine based upon 6 years e-comm design and usability experience at Littlewoods Shop Direct, wi ...
Shopping Cart Abandonment, JimWilliams, 24 Nov 11:51 Paul,
Thanks for the suggestions loads to think about.
Cheers,
Jim. ...
Shopping Cart Abandonment, JonBov, 23 Nov 20:18 Hi Jim,
When you say "high" abandonment. What do you mean by "high"?
Is it high as in higher than usual, higher than anyone else in your vertical or high because you only jus ...
Shopping Cart Abandonment, JimWilliams, 24 Nov 12:02 Its about 90% - I don't know what the average is for furniture online. I would love to know. And you're right we've only just started measuring them. We're using Clicktracks as our ...
Shopping Cart Abandonment, JonBov, 24 Nov 12:11 Jim, its probably always been that high then.
I know someone mentioned that analysis of abandonment by Price point is important.. but you cant really change or manipulate that - ...
Shopping Cart Abandonment, JimWilliams, 21 Nov 17:31
