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Leads clicking "ADD TO CART" but bail?

by RealEstateGuy29
17 replies
Hi,

I have a course that is converting pretty well.

I drive a lead to a 10 minute video and tell them
the price at minute #8... at the end of the video
the "ADD TO CART" button appears.

34% of people that come to my page watch EVERYTHING
and click the add to cart button.

But when the CHECKOUT FORM appears 81% of those
people BAIL and "X" out.

That number seems crazy high to me.


Anyone have any ideas, tips, tricks, etc... to try and
decrease the 81% bailiout rate?


I know we're always going to have a lot... but 81%
seems high.


Thanks,

RealEstateGuy29
#add to cart #bail #clicking #leads
  • Profile picture of the author trevstar22
    It sounds like there is is an issue with your site layout. There are many times I will leave a site
    When it gets time to checkout. Often only paypal is offered with no credit card option.
    Perhaps information is required that someone does not want to give.
    For example if I am making a small purchase I will not give my
    Phone number. Another likely possibilty is that there is a glitche in the
    Site that is STOPPING people from checking out. One site kept demanding
    I login before I buy. But the login procedure did not work.
    I bet it is something you can easily remedy

    Trevor
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    • Profile picture of the author FredJones
      Did you try to "check out" yourself and see whether there's a glitch?

      Is there a javascript setting required?

      Did you check across multiple browsers whether everything looks good?

      What are the payment options? Are the payment buttons obvious?

      How long do they stay on the checkout page? Do they enter and exit immediately, or do they stay for some time 9presumably filling up the checkout form if any) and then leave?

      Just some questions to help you get your thinking cap on...
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  • Profile picture of the author edd666666
    All the previous comments are something to look at first, I am sure your issue is in there somewhere. If not, is there a "catch" at checkout? Are you changing the deal in some way, are you asking for something at checkout that isn't expected, do the buyers feel they are being "taken", when they get to the checkout? OK, good luck, Ed.
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  • Profile picture of the author TheProgrammer
    What payment processor are you using? If you are using top processors like clickbank, jvzoo, 2checkout, warriorplus etc.. Then it might be the issue with your product high price as compare to your visitor expectations.
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    • Profile picture of the author RealEstateGuy29
      Originally Posted by TheProgrammer View Post

      What payment processor are you using? If you are using top processors like clickbank, jvzoo, 2checkout, warriorplus etc.. Then it might be the issue with your product high price as compare to your visitor expectations.

      We are using 1shoppingcart.com
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  • Profile picture of the author KingYoungPimpin
    Originally Posted by RealEstateGuy29 View Post

    Hi,

    I have a course that is converting pretty well.

    I drive a lead to a 10 minute video and tell them
    the price at minute #8... at the end of the video
    the "ADD TO CART" button appears.

    34% of people that come to my page watch EVERYTHING
    and click the add to cart button.

    But when the CHECKOUT FORM appears 81% of those
    people BAIL and "X" out.

    That number seems crazy high to me.


    Anyone have any ideas, tips, tricks, etc... to try and
    decrease the 81% bailiout rate?


    I know we're always going to have a lot... but 81%
    seems high.


    Thanks,

    RealEstateGuy29
    They may not be ready to buy on the first visit!
    Do you have an opt in form on your site?
    If not put on one there today. Then you can follow
    up every few days with your prospects and eventually
    get the sale. Build a list of prospects and follow up.
    You may get a few sales on the first visit but you
    will make a lot more money letting the potential buyers
    opt in on your list and sending them more info and special
    offers. I hope this helps!
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  • Profile picture of the author MrElectric
    I wouldn't worry about it too much. I often click the add to cart button before I even review the sales letter, without having any pre conceived notion to buy whatsoever. I just want to see what the price is upfront before I waste any time looking at the product.

    If I'm understanding your stats correctly, 19% (81% non buyers) of 34% are buyers, which gives you a conversion rate of 6.46%. That doesn't seem too bad.

    .19*34=6.46
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  • Profile picture of the author WillR
    It's quite simple. If they are clicking through to the order form and not purchasing then the price exceeds their expectations when compared to what they just saw.

    I would do some price testing if I were you.

    Having said that, a LOT of people nowadays will click on the 'Add to Cart' button just as an easy way to view the price really quickly.
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  • Profile picture of the author TimGross
    You're assuming that people clicking on the "Add To Cart" button after 8 minutes have watched the video. It's likely a large percentage of people haven't. There's a really good chance they put sound on mute and opened a new browser window to do whatever it is people do.

    Using the delayed order buttons is great from a marketer's perspective (I can force the prospect to learn things at the pace I prescribe) but horrible from the prospect's perspective.

    So my assumption (and I've used multiple VSLs myself) is that they were interested enough to not click away, but not compelled enough to sit through the presentation.

    MY STRONG SUGGESTION: Make sure the order page/link summarizes the key points of what they get, going on the assumption that they didn't listen to the full presentation.
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  • Profile picture of the author Devin X
    Banned
    Might be that your prospects feel that the product is too expensive. Or it could be that they are interested, but they feel that they can find the product elsewhere for cheaper, or for free.

    I say these because I'm guilty of both....and I've been in your shoes with a beat machine product on CB...I had 100s of hops that got to the order page but then bailed. Thought it might have been a glitch, but I guess it was just bad luck and all the prospects decided they wouldn't try the 60 day warranty. Sometimes it happens.
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  • Profile picture of the author Thomas Michal
    Do you have an exit pop I notice a lot of people will just click to the check out page to ditch the exit pop.

    And do you publish the price or just the button?
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    • Profile picture of the author RealEstateGuy29
      Originally Posted by Thomas Michal View Post

      Do you have an exit pop I notice a lot of people will just click to the check out page to ditch the exit pop.

      And do you publish the price or just the button?

      We have an exit pop up when they leave the MAIN page... no the checkout.

      We have the price in the video... but NOT on the button.
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  • Profile picture of the author onSubie
    Originally Posted by RealEstateGuy29 View Post

    I drive a lead to a 10 minute video and tell them
    the price at minute #8... at the end of the video
    the "ADD TO CART" button appears.
    They are checking the price. 8 minutes is a loong time to wait through a sales video before you know the price.

    If it's $10 maybe I'll sit through the video. If it's $789, I don't care how great your sales is, unless I'm really in a market for that product, I'm not going to it through a sales video for something I have no intention of buying.

    I'll often check the cart first then decide, based on the price, if it's worth sitting through a video for an unknown period of time.

    I also, quickly go back and/or close the tab to see if I'll get a pop-up that offers a more direct sales pitch or price.

    Mahlon
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  • Profile picture of the author RealEstateGuy29
    Hi guys,

    GREAT information - really appreciate it.

    1) Product is 40 bucks

    2) We do have a DELAYED "add to cart" button that pops up at the 8 minute mark WHEN we mention the price.

    I'm going to see how much we can change the "Shopping Cart Page"

    I love the idea of adding our testimonials and re-stating the guarantee as well.

    I'll keep you up to date guys... again... THANK YOU!
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  • Profile picture of the author chiefman
    Sounds like some sort of site issue. I would ensure that your site doesn't have any issues and if you find nothing it may be worth building a re-targeting campaign - in my experience, they're extremely effective.
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  • Profile picture of the author hostwindsEvanM
    I have also learned a lot of people just do this for googles with no intentions of buying. Its part of the game.
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