Hello, I am having major issues with the one page checkout on the site: www.spynyc.com and have no idea how to proceed. About 3-4% of the visitors add something to the cart. Of those about 40% proceed to the one page checkout. But of those that proceed to the one page checkout about 30-35% actually complete the checkout!! This is completely baffling to me and I cannot for the life of me figure out why people are adding items to the cart, clicking proceed to checkout and then abandoning the checkout page! Personally when I click checkout, I usually want to buy the product so I know something must be horribly wrong with our checkout page but for the life of me I cannot figure out what it is. I've spoken to friends who work in e-commerce and they say their usual conversion rate ONCE in the checkout page is 85%+. People have suggested it's the shipping prices, but our shipping prices are clear and I would think low enough. Other people have questioned whether it is a browser issue, but according to our tests our checkout page works fine in most browsers. Any advice or criticism would be GREATLY appreciated. This issue has been driving me nuts!
Shipping looks fine. The only thing I see immediately is that you have a sales tax regardless of where it's being shipped. This could be a big one. However, I'd be willing to bet your product type typically has high dropoff rates from product to checkout. This is supported by the add to cart %. I don't think there's really such thing as a usual conversion rate, as there are so many factors that would account for a final conversion rate. Everything from marketing demographics to colors on the site attribute to it. The only real fix for low add to cart rates is optimizing your product pages and getting better qualified visitors to your product pages.
Thank you for your response Jestep. We do not have a Sales Tax regardless (it should only be applied to NY customers) , but you were right, there was a bug that was displaying in the shopping cart sales tax as if every customer was in NY. I fixed it and I appreciate you pointing it out. I think I wasn't clear though. I was asking about the one page checkout https://www.spytecinc.com/checkout/onepage/ which is where we have been having our issues. About 30-35% of the people who click proceed to checkout from the shopping cart actually finish the order in our checkout. That is an extremely low percentage. I realize abandoned carts are common but I don't mean abandoned carts, I mean abandoned CHECKOUTs which is much more unusual. This has nothing to do with our product page and has everything to do with our checkout page but for the life of me I can't figure out what is wrong with it.
I see. I get several ssl errors on that page. Looks like the jquery stylesheets are served from http vs https. http://www.googleadservices.com/pagead/conversion.js is also insecure. I would view the source and make sure every image, style sheet, javascript, or any other external element is server from a valid https address.
Tried in both chrome and IE9. Just re looked and the jquery was commented out. Down the page line 296. <script type="text/javascript" src=" http://www.googleadservices.com/pagead/conversion.js"> </script> <noscript> <div style="display:inline;"> <img height="1" width="1" style="border-style:none;" alt="" src=" http://www.googleadservices.com/pagead/conversion/1064425852/?value=0&label=EyOxCOimhgMQ_LLH-wM&guid=ON&script=0 "/> </div> </noscript> Code (markup): The noscript will throw it as well.
Thank you jestep. Do you think that's completely the issue? Our numbers are so skewed, I almost can't believe it isn't some other element as well. Maybe some design element on the one-page checkout that seems untrustworthy?
I don't see anything else that immediately jumps out. I would test this for a while. You may also want to test different layout schemes but otherwise I really don't see anything that needs immediate attention.
Right. This is what is driving me crazy, I know intuitively the design isn't THAT bad to explain the numbers. I know there must be some sort of BIG issue I don't know about but I have no clue what it might be. The Google code you showed me doesn't explain it (I was hoping that was the issue) as it was added a couple of days ago because the PPC guy wanted to try out adwords remarketing .
The code issue could be huge. Any ssl or browser error can cause huge abandonment. I would give it a few weeks and compare to the previous to see where you are at.
I know but our checkout cart conversion issues span the past few months so I'm fairly certain it's not the issue if the code that was causing the problem was added a couple of days ago. anyway I really appreciate your help!