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Shopping Cart Abandonment

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Subject:  Shopping Cart Abandonment
Author:   PaulRouke:   view profile | all posts by this author | add to favourites
Date:   19:50:32 23 November 2006
 
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, with a particular focus on conversion rates and drop-out/abandonment rates when users are within the shopping basket and checkout process:

High ticket items
As your product range is primarilly high ticket items, drop-out and abandonment rates will be higher that a website giving a similarilly professional appearance but offering  products  much cheaper ie. a clothes outlet or small electrical goods. Therefore any issues or concerns that a visitor has such as how Daniel has explained will be more decisive in the users decision whether to abandon the order process - just something to be aware of

Red text
As this tends to be used when displaying error messages, by using red text when users 1st enter the credit card address page may immediately make them feel slightly un-easy or confused, perhaps thinking that there is already an error on the page.

Where am I in the checkout process
Give the user full confidence as to where they are in the checkout process and how many stages are remaining - even more critical if the checkout process is quite long. As with navigating a website, a user always feels more comfortable if it clear where they have come from, what specific area of a site they are in and what are their next steps in a particular process ie. browsing for product information within an e-comm website

What fields are required
Include this at the top of page rather than below the action buttons - even though the red text gives standout, if changed back to black text (see above) it is more user friendly to be clear about what fields are required.

Measuring guide link
This currently opens a new window at full-size, therefore hiding the main window where the user is in the checkout process - try resizing this pop-up window to ensure the user can still see the main site below - again this will make less web-savvy users feel in control and comfortable, knowing they haven't potentially lost their current information

Primary action buttons
As the primary button you want the user to notice and click on is 'next', both the cancel button ( I'm would recommend removing this link entirely) and the back button should be much less significant in the footer of the page. Also, the next button should ideally state what page the user will go to next, so along with adding the progress bar at the top of the page, the user will feel very comfortable in the process. Button text such as 'proceed to payment details' will be very user friendly

I hope these additional suggestions have been of some use, and I will interested to know what effects to your conversion rates the different suggestions have - stating the obvious here, but where your e-comm solution allows you will need to try 1 suggestion at a time to truly determine how effective they are...

 

 
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  • 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 - ...
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