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Friday, November 06, 2009

Do you have abandonment issues?

Emarketer published an article entitled, "What's the Best Way to Improve Conversions?"

As we look forward to the upcoming holiday shopping season, I noticed that the top method that was valuable for improving conversion rates was cart abandonment analysis.

On our radio show Monday we discussed an excellent white paper that you could download for free called eCommerce Web Site Performance Today.

So let's take a look into the white paper and find out some of the issues that Forrester Consulting found that could affect cart abandonment.

Check out page 6 of the white paper and we find out why shoppers abandoned the transaction:

• 47% Price and/or shipping were higher than they were willing to pay
  
  
• 36% Shipping and handling problem (cost or unclear)
  
  
• 26% Didn't want to register
  
  
• 20%Website was too confusing
  
  
• 18% Website was too slow
  
  
• 18% Website was asking for too much info
  
  
• 16% Checkout process was too long or confusing

The two biggest reasons people are abandoning their cart is for shipping issues. You need to make sure that your shipping policies are clearly stated and are easy for your customer to understand.

Most people are looking for free shipping online. They are willing to pay a few extra dollars in order to avoid paying for shipping.

BUT every store is unique. Every store has their own unique customers. What works for one store may not work for yours. TEST TEST TEST

Remember.... Make the check out process easy, do not make them register, do not ask for more information then what is absolutely necessary, and get the sale!

Want more great tips for increasing conversion rates?

Listen to my interview with CEO and Founder of WolrdwideBrands.com Chris Malta on our new radio show eCom Experts.

Then join us this Monday at 6:00 PM Eastern as Mike Ober from Yahoo Small Business shares his tips for ecommerce success!

by: Shawna Fennell

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