How can I identify why people aren't checking out with their cart?

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I've got analytics showing that mostly everyone that adds items to their cart on my site never checks out. I have analytics showing the "Steps" they take but it's not quite telling me the "Why" they don't check out. Anyone have any tips on troubleshotting this?

Here's an image of my cart page (doesn't seem to be the issue)

And then the checkout page (seems something is wrong)




#cart #checking #identify #people
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  • Profile picture of the author SARubin
    Originally Posted by toys4tots View Post

    I've got analytics showing that mostly everyone that adds items to their cart on my site never checks out. I have analytics showing the "Steps" they take but it's not quite telling me the "Why" they don't check out. Anyone have any tips on troubleshotting this?

    Here's an image of my cart page (doesn't seem to be the issue)

    And then the checkout page (seems something is wrong)
    Well, I'm happy to see you're making progress. As I recall, the last time you were here, nobody was even shopping with you at all.

    Let's see... you're getting people to add to cart, and proceed to checkout... And then they're bailing at the last minute?


    So now we need to start testing things in your checkout.


    Some people may have simply been curious, and never intended to buy. For example: I just visited your site (yes, your latest abandoned cart was only me, so don't count it in your analytics)


    Sometimes, simply changing colors has been known to increase response. (color of shopping cart and checkout page, color of checkout button, color of the text on the page)


    Often adding a last minute incentive on the checkout page itself can boost conversions, like a limited time free gift will be added to all orders that are placed today (just make sure you change the gift by the expiration date, or remove it altogether. Because if they come back another day, and it's still there, your credibility will quickly go down the toilet)


    Also, can you verify if anyone is even starting to enter any of their info before disappearing? Or are they getting to the page and bailing right away?

    Because abandoned carts could also indicate a last minute trust issue. Especially with personal, intimate products like yours (they want what you're selling... the price is OK... but there's still resistance in the form of "once I do this, my info is out there, and I can't take it back")

    In which case a prominent reminder, just above where they input their info, could help. A sentence that reminds them... "Your order is always 100% discreet, and your privacy is always 100% guaranteed with our uncomparable privacy promise"


    Finally, I don't see any shipping charges in my cart. Is shipping free? Or am I going to be surprised with additional charges?

    If it is free, then prominently displaying that fact, could also boost conversions.


    Bottom line is to start testing conversion boosting methods, where the drop-off is happening. (at the checkout)

    All the best,
    SAR
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    "It all boils down to psychology, and numbers"
    SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado
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    • Profile picture of the author toys4tots
      We offer free ground shipping via USPS. I added this text to the Cart and Checkout:
      "Be sure to review our Zero B.S. Privacy Promise before checking out."
      With a link to the privacy page....

      Maybe i should actually say 'bull shit'. I was taught to never trust someone who doesn't swear. Might help.
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  • Profile picture of the author laurencewins
    Perhaps people are adding things to their cart and then they continue shopping on other sites to see if they can get better deals and then they don't care about emptying their cart on your site. I admit I have done that numerous times in the past. eBay is a typical example. Most people would browse to find the best bargain as it's such a huge site.

    You have been given other possible reasons as well. I hope you get it sorted out but there may not be a logical answer or something you can fix, but changes may improve your rates.
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  • Profile picture of the author freddyhawkz
    Like SARubin mentioned, the problem might not be with your landing page and might be with the concern for privacy.

    If you are buying a intimate product, would you like others to know about it? How will I know whether the package will have the name of the product that I purchased or the name of your website. Do you know how embarrassing you might feel when your courier guy hands you the package with a cocky smile on his face? What if I am not there and the package is handed to my parents or kids or any other family member at home?

    If you add your company name on the package, anyone can Google and find out what kind of products you sell. I would have to come home and find out that everyone in my family thinks I am some kind of a pervert who is into kinky stuff.

    So let them know, that you won't add any product identification content on the package and you wont be adding your website name on the package. Also if they are giving you your email address and home address, mention that you wont be sending any unsolicited mails to both.

    I can see that you have now added a link above the check out page to your privacy page. I would recommend that you make it open in a new window (_blank), as your current setup will increase your abandon rate.
    I think it is better to mention clearly that no identifying information will be on the package, on the checkout page itself and then give link to read your complete privacy policy.

    If it still does not help then use some kind of cart abandon tool to find to email them to find out why they didn't buy and also provide some discount to nudge them into buying. You can also set up a popup asking them why they leaving, when they try to close the browser window. There are lots of app to do that.

    You can find a few abandoned cart plugins here. I haven't used any of it, so do a little research on that.

    The best way to find why people why didn't order, is to ask them why they didn't order.

    Regards
    Fred
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    • Profile picture of the author toys4tots
      Thanks for all these details.... I think I will change the text of to remind them of the discreet/privacy with a link rather than directing them to leave (as you mentioned my current setup might increase abandonment)

      I also switched over to calling it "Zero B.S. Privacy Promise"... I feel like using the term "BS" might actually increase trust. I was always told never to trust someone who doesn't swear. Maybe I should actually say 'bull shit'.

      As for the cart abandonment tools - don't I need their email address to ask them why they're abandoning?
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      • Profile picture of the author freddyhawkz
        You can keep the Zero B.S Privacy Promise as the heading and explain the privacy policy below it in one or two sentence.

        It's recommended that you capture an email address in the first step of checkout so if your customer abandons at any point during your conversion funnel, you can trigger a recovery email and save the sale.

        Some sites, like Amazon, make the email input the entire first step of checkout.

        In the event that a visitor abandons without an email address being captured, then you have two options:

        (1) Retarget via advertising
        (2) Serve an exit lightbox
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    • Profile picture of the author toys4tots
      Quick Q - if I open in a 'new window' - won't that screw up my mobile visitors?
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  • Profile picture of the author savidge4
    The one obvious thing I am seeing is the Coupon code box at the top. Do you use coupons? For a test I would remove that for a few days... goto "DashBoard" - "WooCommerce" - "Checkout" tab - Look for "Coupons" and then ensure "Enable the use of coupons" is UNCHECKED and see where that gets you.

    With Woocommerce specifically, this would be one of the top 5 cart bail reasons.

    Moving forward,and you find that losing the coupon box does help with conversion but you want to offer coupons to say your mailing list you can manipulate this with "restrictions" and by using the email address's give everyone on your list instant 10% off as an example - where no code would be needed it is applied when they enter their email address.

    The only other thing sticking out to me is the payment option. All of my commerce sites I take either paypal or credit cards. Just short of 90% of all of my transactions are credit card payments.

    Yes with paypal you can use a credit card, but I would suggest clarifying that. Something to the effect of we do accept Visa / MasterCard through Paypal

    Hope that helps!
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    • Profile picture of the author toys4tots
      I literally just started sending out Coupons to my mailing list this week... not sure how effective it'll be. It seems like maybe there is way to do this by having people click a link with the coupon code built-in to the URL.

      For payment options - we do offer credit cards. Did that not show for you when you visited the site
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      • Profile picture of the author savidge4
        Originally Posted by toys4tots View Post

        For payment options - we do offer credit cards. Did that not show for you when you visited the site
        Didn't visit.. was looking at the images in your OP. I might then suggest making the credit card payment the default payment so the wording of the "Proceed to Paypal" wording on the payment button changes.
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  • Profile picture of the author Davids22
    Everyone has been giving you tips, so I won't comment on trust logos, or urgency signals (like a countdown timer).

    I would however, recommend getting http://hotjar.com (HotJar) it's a tool that allows you to both see the heatmap of a website and specific pages, as well as video recording of your visitors. It's also 100% free.

    They also have a ton of other features, I highly recommend them.

    I'm not affiliated with them at all, just think they're awesome.
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