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Why are people leaving the order page?

by Jackbgd
16 replies
Hey all,

Here's a question, maybe someone can give me some good ideas. I recently installed a code on my site, now I know exactly how many people click on the "order" button, and I even know how long they are staying, thanks to analytics.

The thing is that... I'm AMAZED, I can't really believe that so many people click on the order button, but the number is just not proportional, I have 20 times less sales than how many people are clicking on the order button. If they already know the price, why would they click and then not buy?

Do you have any ideas?

My guesses are a) they don't want to fill out the requested personal info (like, home address, which is required) or b) they are thinking long and then decide they won't buy after all for some reason c) their is no "urgency factor" on the sales page, so they think "okay, I'll buy it some other day". There are the only things I can think of. Any ideas?

Thanks in advance,
Jack
#leaving #order #page #people
  • Profile picture of the author Riz
    Jack,

    All valid reasons why someone might not buy after clicking the order button.

    Another reason i find is that (especially in long sales pages) people do not always read the page or look for the price. They simply read the title, scroll to the bottom and then click the order button to check the price.

    Maybe test putting the price in large font next to the 'Order' button.

    Hope that helps.

    Riz
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    • Profile picture of the author Jackbgd
      Thanks Riz,

      You're probably right, the interesting thing is the time they spend on the order page before leaving, 2 minutes, that's not sure at all, so I guess that's when the "should I buy it or not" decision making comes in. But it is kind of frustrating, I mean - why would you click on the order button and then not order it... you know what I mean... thanks for the tip.
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      • Profile picture of the author JohnMcCabe
        Originally Posted by Jackbgd View Post

        Thanks Riz,

        You're probably right, the interesting thing is the time they spend on the order page before leaving, 2 minutes, that's not sure at all, so I guess that's when the "should I buy it or not" decision making comes in. But it is kind of frustrating, I mean - why would you click on the order button and then not order it... you know what I mean... thanks for the tip.
        Without knowing what's actually on the order page, anything said is just a guess.

        The fact that people are spending time on the page makes me think there's more in play here than just price checking.

        Something on that order page is introducing doubt.

        Is the order page a sterile shopping cart page, or can you add copy to it? If you can add copy, you could try adding a first-person affirmation like "Yes, I want [benefit] now. Here's my order..."

        You could also try some kind of lift letter, similar to those obnoxious "sale saver" scripts, but simply popping up a window that says "If you've decided not to order, click here". Link it to a survey (anonymous) with multiple reasons, except for price. Make the last reason a text box, so if they want to use price as an excuse, they have to type it in.

        Once you get some insight, you could change the survey to a list of reasons linked to additional copy that addresses that specific concern.

        In the long run, that might save you a lot more full-price sales.
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        • Profile picture of the author imon32red
          I often check the order page, not only for the price, but sometimes there are other fees that don't show up until you get to that page. Also, I rarely by any digital products online, even if I go as far to look at the order page.
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  • Profile picture of the author RentItNow
    Page Address?
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    • Profile picture of the author Dan C. Rinnert
      Do they have to visit the order page to see the price?

      Do they have to visit the order page to view the payment options?

      Those are the most common reasons I visit (and may abandon) an order page.
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  • Profile picture of the author John Romaine
    Always double check your analytics. Are you using custom code in addition to Google Analytics? How clear is the pricing on your site? Can a visitor quickly and easily see the price? Or is it hidden somewhere??? If its hidden they'll go straight to the order button to get clarity - just as I do. Have you tested your pricing? Test low (within reason) then work up, always! Work out the "breaking point" - but test at least over a monthly period. If you make a change to the price, make it significant, make it worthwhile - no point in diddle daddling here and there by $10 at a time.

    But before you make any decisions, double check your stats.

    If you havent already heard of it - have a look at ClickTale | Web Analytics by ClickTale | Visitor Movies, Heatmaps & Form Analytics

    Also are you counting actual unique visitors or sessions??? Big difference. The 2 minutes page view could be out also, especially if its opening in a new window, and they go on to browse other pages while its still open. Just a thought.

    EDIT* Just noticed you are asking for home address. Is this a physical product? This could be a big turn off for reasons mostly (I would assume) of privacy concerns.
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    • Profile picture of the author Jackbgd
      Hey thanks Ramone,

      Nope, that's exactly the problem. It's a digital product, but they are asked for the home address, because the payment processor/merchant requires it
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  • Profile picture of the author warrick
    Hey Jack,

    Interesting point.

    I would think that these people are trying their luck as to whether they can find out more about the product. Most of us know that by clicking the order button, we will not be paying anything yet cos we have yet to fill in our credit card information etc.. As such, by clicking the order button, there is no commitment in payment yet. These people are not that interested yet still curious about it by seeing what it has to offer.

    Of course it doesn't apply to everyone. The rest of the reasons could highly possibly be the reasons that have already been highlighted in this forum.
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  • Profile picture of the author Nemanja
    I think for two main reasons + some smaller ones:

    1) Nowdays people are hiding their product prices. This is the very stupid idea and for me personaly this is very big "turn off". They(sellers) are thinking something like:" Maybe if I hide my price in this sales latter, no one will ever find it and people will be buying my product like crazy, Yeaah. My sales are going to the sky now"

    2) People don't want to give away their personal info if payment option is not paypal.

    3) To check order page, to cjeck payment options, to check if there is coupon code option etc...

    Nemanja
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    • Profile picture of the author ozduc
      Originally Posted by Nemanja View Post

      I think for two main reasons + some smaller ones:

      1) Nowdays people are hiding their product prices. This is the very stupid idea and for me personaly this is very big "turn off". They(sellers) are thinking something like:" Maybe if I hide my price in this sales latter, no one will ever find it and people will be buying my product like crazy, Yeaah. My sales are going to the sky now"

      2) People don't want to give away their personal info if payment option is not paypal.

      3) To check order page, to cjeck payment options, to check if there is coupon code option etc...

      Nemanja
      These are the exact reasons I will click an order here button and then leave the page. It is really annoying that sellers write this big long sales letter and if you scroll to the order button there is no price anywhere to be seen.
      Oh you have to scroll back up and find $37 buried somewhere in the last 3 paragraphs in 12 point font. Come on people...put the price in big bold font right above the order button.
      The other is another reason. I will not put my address and ph. number in for a digital downloadable product. Use a paypal option as well if your merchant processor wont allow you to do it that way.
      name and email should be sufficient.
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  • Profile picture of the author John Romaine
    Not sure if this would be effective or not, but have you considered implementing a "why are you leaving popup" on user exit. Give them something free to encourage feedback....just another thought.

    Can you turn off the postal address rubbish? I dont see why they need it - especially if its a digital product.
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    • Profile picture of the author Jackbgd
      Originally Posted by ramone_johnny View Post

      Not sure if this would be effective or not, but have you considered implementing a "why are you leaving popup" on user exit. Give them something free to encourage feedback....just another thought.

      Can you turn off the postal address rubbish? I dont see why they need it - especially if its a digital product.
      Yeah, I know, it's ULTRA rubbish, but I can't - the merchant (2checkout) requires it since they need it to identify the credit card (?), oh yeah, and I've just noticed (how stupid of me, I know) that there is no option to pay with paypal... who knows how many sales I've lost. Hurrayyy, I'll go hang myself, and get back to work.
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  • Profile picture of the author Tomwood
    Can you customize the order page if so add a bullet points to resale the main benefits this will increase sales.

    I am using Paypal and a significant percentage are leaving the page without buying but there is little I can do. I can't customize paypal page.
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    • Profile picture of the author Afaneh
      that is normal so in your case 95% leave the order page . the average is 90% (that is the sad truth) as far as I know some pepole managed to reduce that in the best case to 80% . some customization of the order pgae can help. like reminding them with the guarantee and a picture of the product. you can also capture thier e-mail first only then they will be forwarded to the real order form .then you follow up with those who didnt complete the order this will improve your situation
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  • Profile picture of the author awddjawb
    Why not try to have an opt in box then once they opt in link to the confirm order page, seems to work for most people to increase conversion
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