Find Out Why Visitors Abandon Your Shopping Cart

by: | March 12, 2012

If you’re still unsure about how to alter your checkout process, I recommend It allows you watch screenshot videos of potential customers as they navigate through your website. You even have the ability to ask them certain questions that you’d like to have answered.

This is a fantastic resource. It gives you the opportunity to see how brand new users interact with your website, and it’s a great way to discover where visitors are encountering trouble. By isolating and eliminating these hang-ups, you have the opportunity to increase your conversion rate.

Here’s my master list of tasks and questions I’m sure to ask every time I conduct a study with

First Impressions

Look at the website for five seconds. Then look away and answer these questions (without peeking!):

  • Say the first thing that comes to your mind about the layout and design of the site.
  • What do you remember?
  • What do you think the site is about?

Online vs. Local, part I

Purchasing items on a website is much different than picking them up from a local store. What concerns would you have about buying them online versus locally?

Location, Location, Location

When shopping online, how do you typically search for a product on a website? (Examples: clicking on the top navigation bar, left navigation bar, search box, clicking through the center of the index page, etc.)

Test Run

Search the site and find three products you’re interested in. Add them to your cart. Continue to checkout. Provide info until you reach the credit card information section of the checkout process.

  • Was it difficult to enter any of your information?
  • Were there any steps that seemed difficult to complete?

Give Yourself Feedback

Imagine for a minute that you were a legitimate customer using your site. Ask these questions:

  • Would you have made a purchase? Why or why not?
  • What did you like about this website?
  • What did you NOT like about this website?
  • What would you change?
  • What did you like/dislike about the buying process?

Online vs. Local, part II

Now that you’ve gone through the checkout process, do you have any more concerns about buying online versus locally?

Unanswered Questions

What unanswered questions do you have about the following topics:

  • Shipping
  • The guarantee offered by your company
  • Concerns about customer service or reaching the business if you have questions
  • What your order will look like when it arrives
  • Did this website leave any other questions unanswered?

Research and Compare

Imagine that you aren’t sure if you want to purchase from (your website), so you want to do more research. Naturally search the Internet the way you would if you were seeking your services, and see how your website compares to others. What research do you personally do on a company before you purchase from them online? Do you provide that same information for your customers?

If you ask all of the above, you’ll begin to know your customers inside and out. More importantly, however, you’ll be familiar with their questions and fears of buying online and can then more successfully convert them.

Once you eliminate their concerns, your shopping cart conversion rate will improve, along with, hopefully, your profit margin.Marketing Zeus

For further reading, check out
Improve Your Shopping Cart Conversions
Usability Questions That Keep Us Up At Night
5 Easy Options to Set Up Your Online Store

Posted in: Analytics, B2C, Content, E-Commerce, Local Search, Usability

About the Writer:

Travis Zboch graduated from the University of North Carolina at Chapel Hill in 2005 with a degree in Economics. One month later, he began his career in e-commerce and never looked back. In the past six years, Travis has worked on multiple multimillion-dollar startups. Through his experiences, he finds that the most fulfilling part of his online ventures is creating jobs and opportunities for others. Travis is an avid baseball fan, and often takes an objective approach to the sport, much like his approach to online marketing. You can learn more of his perspective at his blog, StoresOnSteroids.

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