What's wrong with my checkout page?

16 replies
  • CRO
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I launched a coffee subscription service in December, been optimizing my website since. The funnel basically has three pages.

1. The landing page - 30% clickthrough
2. Subscribe page - 30% clickthrough
3. Checkout page - 6% conversion.

I don't mean 6% conversion site wide, I mean that 6% of the people who land on the checkout page end up subscribing...

On the checkout page, you just enter your shipping address, sign up (because it's a subscription), and you're done. I have a 100% money back guarantee and a norton trust badge. I don't think I'm doing anything obviously wrong, but 6% speaks for itself.

Help?
#bad conversion #checkout #obvious mistakes #page #wrong
  • Profile picture of the author RealCasher
    It's all about your traffic source!

    From your stats above:

    If you get 1000 visitors to your landing 300 click trough to your subscription page, and 18 order!

    This is a 1.8% visitor:sale ratio..

    It's not that bad actually, you just need more tweaking and optimization.

    Edit: You have a bug on the subscribtion page, I checked my grind & my subsciption but still couldn't click the next button.

    I refreshed the page many times in orther to make it work.
    I am using Chrome. You have to look into this asap, It must be killing your CR.
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    • Profile picture of the author angelscup
      That could be the problem. What OS and browser are you using? It's definitely working for some people so this might take some work to figure out. Thanks for looking!
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  • Profile picture of the author RealCasher
    I used chrome / win7

    I tried multiple combinations of frequency and grind.. the button was pastel (greyed) can't be clicked.

    But when I refreshed many times it worked.
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  • Profile picture of the author charby5770
    I went to your site page and I have a few comments.

    1. Pages are way to large. I don't like scrolling down wondering when the page will end.

    2. Order page was same thing. I think it should flow from left to right. Again scrolling is bothering me. Maybe automatic sliding on one page.

    3. when I pushed to order I saw twirling coffee beans for about 10-15 seconds. I thought there was a problem. Since I was checking it out I waited for it to end. However some users might think there is an error in processing. It seems to take way to long to figure out 2 factors - grind and frequency.

    4. When I saw "Create Account" I immediately wanted to cancel. It feels forced. I'd rather have it be automatic remember my email. I am not sure by looking at it if it is optional or not. But obviously since it's a subscription you'd need something. Can you put an autoship feature you can opt-in or out of? I know you want subscriptions but maybe people aren't ready for that commitment yet. Please keep in mind that a lot of people have been burned by Gavlia and may not want to hassle with calling to cancel. I get irritated when I autoship and it takes me too long to cancel.

    Can you put this on one smaller page?

    I like the layout and colors. It's very sleek and mellow. but it seems overly complicated to order a bag of coffee.

    If I need caffeine I am probably in a hurry or I am tired.
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    • Profile picture of the author angelscup
      The original thinking was that the extra padding to each section would help users focus on one thing at a time. Been meaning to a/b test shorter pages, gonna give that a try now.

      Thanks for looking!
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  • Profile picture of the author princy91
    I liked the look of your website, i don't think there is anything wrong in your checkout page, just you need to concentrate on marketing of the website.
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    • Profile picture of the author dburk
      Hi angelscup,

      As a coffee lover, I can tell you what I think, but it is just my personal opinion and opinions will vary.

      For me it was the fact that the type of coffee being sent is a mystery. For all I know you could be sending me Robusta beans. I want to know for a fact that I am getting the highest grade of Arabica beans, not some nasty tasting Robusta. As a coffee lover I already know which types of coffee beans please my palate. In other words there are no stated standards just a money back guarantee. Who wants to go through the hassle of asking for money back, it's easier to just order from elsewhere.

      Perhaps a certain quality standard would be more appealing like a collection of award winning selections, or the taste test winners from a cupping of famous coffee connoisseurs.

      Or maybe it is just too narrow of a niche, you are targeting people who love coffee, but don't yet know much about coffee, and want to learn. Perhaps it would convert better if you made it into more of a club with benefits like learning about coffee and that also includes weekly, or monthly mystery samples. Perhaps emphasizing the mystery of the weekly/monthly samples and provide a forum to socialize and discuss opinions about the latest samples?

      Another thing to consider, you are still selling when a user arrives on the checkout page, it is always a good ideal to reassert your value proposition on the checkout page. It should be considered a landing page that contains enough sales copy to close the sale without even viewing any other part of your website.

      And finally, I think I have a pretty good idea why you are seeing such high abandonment rate on the checkout page. I noticed that when I click the button labeled "Learn about the subscription" instead of getting more details as expected, I am taken to the checkout process, with no details just options to select and checkout. I believe you are getting a lot of false starts from people that are simply trying to get a few more details.

      The key takeaway:
      Test the idea of rewording your offer to an invitation to join an exclusive coffee cupping club membership, instead of a "subscription". The perceived value of an exclusive club membership might make all the difference.
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      • Profile picture of the author angelscup
        Thanks so much for the detailed thoughts! I wish I was looking over you shoulder as you browsed around. We're testing a few different versions of each page. Did you by any chance see on the landing page a section titled "Is the coffee any good?", or on the /subscribe page a section titled "Unlimited new roasters"?

        We've gotten feedback before that the mysteriousness is a major turnoff, so you're definitely hitting on a hot-button issue. We've tried different ways of wording it, although 100% Arabica hasn't been tried yet (mostly because hardcore coffee people would view that as the absolute lowest bar to set, I think we're doing much better).

        Correct me if I'm wrong, but when people question the quality of the coffee we ship, it's really an issue of trust. They don't know who we are and they don't trust us. Should I be focusing on describing the quality of the coffee or should I focus on building trust?
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        • Profile picture of the author savidge4
          Originally Posted by angelscup View Post

          Correct me if I'm wrong, but when people question the quality of the coffee we ship, it's really an issue of trust. They don't know who we are and they don't trust us. Should I be focusing on describing the quality of the coffee or should I focus on building trust?
          Should you focus on coffee quality or building trust... without even looking at your page, and only going by what has been said here... they are one in the same. Developing the quality issue will without doubt boost the trust issue.

          But lets remove the word trust... trust as I see it is not a "CRO" term. lets look at "Friction" and "Anxiety" ( ok now I have looked at your site. )

          Friction... what's holding people back from purchasing? Nobody wants crap coffee right? - not at $2.00 a cup for homebrew. I noticed on your "subscribe/d" page you have a slider with "Featured Roasters" maybe introduce that a page earlier? the whole what do I get and the how much and the where from.. this needs to be on the primary page as well.

          WOW without question this is your conversion killer. "subscribe/d" is a train wreck ( sorry ) Once I figured the page out.. I will go over that in a minute. this page needs to be DRASTICALLY simplified. there are way to many bleed points on this page. ( bleed point - is a way for the customer to get off the page ) Literally everything below the "Next step" Button needs to go somewhere, but it cant stay here!

          Anxiety... what do I click? the "Next step" button doesn't work! ( it does work if you make the needed selections - but nothing tells me this ) there is NO and I will repeat NO CALL TO ACTION HERE. some images that I am guessing I am supposed to click? Get the heck out of here.. no guessing - I need to be TOLD what to do!

          If you really want to see what is going on with this page run a click map test or get it done for you. I will tell you right now the number of clicks the "Next Step" button will get before it is activated would be mind blowing. ( I have 8 people in the office right now, and I ran them each through this page every last one of us clicked that button not once but 2x or more, before we figured out what to do. ) SIMPLIFY AND CLARIFY

          I would break this into probably what I call a 2 page split offer. First page is going to pitch the offer. towards the bottom, I would have 2 CTA's "Start Tasting Now" and "Still need more info" Start tasting is obviously going to head over to the order page. the more info page would be just that... more info. Define and clarify some of the points that have been discussed here in greater detail. Reduce the friction and anxiety.

          I am still shocked no one said a word about the order page.....
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  • Profile picture of the author nacke81
    Hi angelscup,

    I think your coffee subscription concept is very cool! I like the idea of trying a bunch of different coffees to figure out which one I like best.

    Have you thought about testing a landing page explainer video? The reason I think this might be beneficial is because it took me a minute to figure out the benefit of your service. I realize that it's not a complicated idea, but there was something about this paragraph that made me "get" it.

    "Already have a coffee subscription? Think coffee subscriptions aren’t for you? What we’re doing is completely different. Every other coffee subscription is just a delivery service. They focus on how good they are at tasting coffee and picking the winners. But trying a bunch of coffees and picking the winners is the fun part! We don't tell you what good coffee is, we show you and let you decide."

    I didn't really understand why I should subscribe until I read that paragraph. It's not just a delivery service, it's more like a "discovery" service ... which is really cool.

    That's why I think the explainer video would help conversion rates, because you don't have to hope your visitor takes the time to read enough to "get it" ... the video would take care of that for you. I think a 1 minute video would suffice but testing will surely reveal the best length.
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  • Profile picture of the author angelscup
    We actually tried (and failed) to fund this project via kickstarter. Spent a few thousand dollars on a really nice video. Production quality was A+. The script I wrote was a solid F. But we were locked into it once it was produced.

    I love that now I can a/b test different messages, would be worried that a video sort of locks me into one message. What's standard protocol for testing explainer videos?
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  • Profile picture of the author nacke81
    I would suggest setting up an a/b split test of your homepage using an explainer video above the fold that you make yourself. I just looked at your source code, so it looks like you're already using Optimizely.

    I've used live videos, animated videos, whiteboard videos, and kinetic typography for videos like this to test and improve conversion rates.

    For your site, I'd suggest the app over at Make Business Video | Animated Video Production | GoAnimate.com to create an animated explainer video. It's quirky and cool, but you can get a good result with little time and you don't have to hire a pro.

    The cool part about using goanimate is that you can change your message many times and keep testing different angles on your pitch. So you won't get locked in to a single message like before.

    I think you've really got something here. I love good coffee and spend willingly to get the good stuff.

    What if you created a program like "tour the world of coffee" where people would be introduced to the best coffee from a different country every month and go after the gift market. I would say that you should reach out to SkyMall, but they filed for bankruptcy in January. But that kind of marketplace would be perfect for this. Sorry ... that's a little off track ... but I think this is very cool :-)
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  • Profile picture of the author Jonathan Smith
    Fix the issue with your button. That might help. Need a good user experience the entire way. I always check my sales flow before going live. Maybe you should double check using different browsers even mobile.
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  • Profile picture of the author abe1331
    Originally Posted by angelscup View Post

    I launched a coffee subscription service in December, been optimizing my website since. The funnel basically has three pages.

    1. The landing page - 30% clickthrough
    2. Subscribe page - 30% clickthrough
    3. Checkout page - 6% conversion.

    I don't mean 6% conversion site wide, I mean that 6% of the people who land on the checkout page end up subscribing...

    On the checkout page, you just enter your shipping address, sign up (because it's a subscription), and you're done. I have a 100% money back guarantee and a norton trust badge. I don't think I'm doing anything obviously wrong, but 6% speaks for itself.

    Help?
    I hope this helps:

    The CTA needs to be bigger.
    Too many exit links on the top. leads to zeigarnik effect
    Value proposition needs to be more direct, "For price of Netflix, Enjoy 52 different coffe grains'" or something like that.
    Testimonials are below the fold with no visual pictures.
    Try positive social proof.
    I need to see happy faces trying your product.
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    • Profile picture of the author angelscup
      Thanks so much, lots to think about here! Gonna work through it with the team and come back with some follow up questions.
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  • Profile picture of the author Blue445nm
    biggest thing for me was too big of a page and not enough text. you got a whole page with like a few sentences and has me scrolling down wayyyy too much to read. i closed the site immediately
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