The shoppers are on your site, they are interested in the product, but the design of your shopping cart is causing you to lose many if not most of your customers. Sound familiar? It should.
Recent research indicates that the average e-commerce site is losing near 75 percent of its shoppers during shopping cart phase of a transaction. While that statistic is probably influenced upward by a few terrible websites, the fact remains that most sites are losing huge numbers of customers by not focusing on their shopping cart. Fortunately, by taking a few relatively minor steps, you can vastly decrease your shopping cart abandonment rate.
Fewer Steps are Better
This mantra is as old as e-commerce itself. By forcing your customers to go through multiple pages you will assuredly see some attrition. You should ask yourself, is all the information I am collecting absolutely necessary? Is there another configuration that would reduce the number of steps my customers will face? Surprisingly, however, this is probably the last step that you should take. Unless your process is particularly laborious, empirical studies indicate that this will likely affect your...
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