I switched two shops from ZenCart to Magento last month. Now I finaly have some more data from Goog Analytics. I was amezed why I just a few people bought something. First thing that comes on my mind was economic crysis but .....
Both shops have same problems with this so called one page checkout. This shopping cart is soo anoying for most of my customers that only 10% !!!!! finished chceckout.
1257 people added item to cart
962 people go to checkout
ONLY 119 (10%) people finished checkout !!!!!!
There are lot of excessive steps in checkout every one of them lower your chance to get payed.
1, Pay like guest button
3, Ship to this adress (Ship to this adress MUST be deflaut choice 90% of people dont use ship to different adress)
5, Shipping details Continue (WHY must be confirmed again ? )
6, Shipping mehod Continue ( WHY is impossible to choose shipping method with adress ?)
7, Payment details Continue
8, Order review FINAL BUTTON congratulation you have lost at least 90 % of your customers
1, Pay Like guest or register
2, Adress + shipping + payment details
3, Order review FINAL BUTTON
SEE that is right way how to make money
People have really lack of patience when they surf the internet
Checkout tested on IE6,7 FF, Opera and sems to work propertly.
IE 6 32 %
IE 7 41 %
FF 21 %
OP 4 %
To be honest I dont think that main problem is with IE6,
People are just used to simple things ..... can you imagine that signup page for some service like gmail is on more tha one page ? Main problem is beause a lot of really annoying clicking on NEXT etc....
Thanks for the browser report. Now, what happens if you combine the two?
Run your funnel stats on IE6 users only. See what happens.
I guess it also depends on your audience. We have a lot of “not so savvy” shoppers who like to do things step by step and get some guidance.
Perhaps surprisingly I agree with SisterTwisted and urge you to come up with a better way.
I always reasoned that a good starting point would be multi-million dollar companies like Amazon. They’ve spend a lot of money on usability testing. Their checkout is mega-long yet they take thousands of orders per minute. So it can’t be all bad! I know yo can’t take one implementation and expect it to perform likewise on your own shop/audience but it’s a good starting point. Steps-wise, Amazon isn’t too different from Magento. Maybe your visitors are fickle and impatient!
I have to disagree about Amazon’s checkout. I HATE their checkout simply because I can checkout so fast. I can open Amazon.com right now and order anything and have it ordered in 10 seconds, checkout, login, place order, done. (This is of course due to having an account and payment information saved)
I think there IS room for more efficiency(or at least, flexibility) in the Magento checkout - unfortunately I do not do the volume to allow or justify paying someone for the necessary improvements. Some things that come to mind:
Accounts should be easy to disable/make very hidden. Accounts are great for some customers, but some new customers jet when they see the login form. I know I’ve personally bought from a different store (even if it cost me a little more) when I HAD to sign up for an account. I realize Magento does have “Guest” checkout, but there ought to be an option to disable accounts. I’m sure you’ve all read about the $300 million button: http://www.uie.com/articles/three_hund_million_button
Able to disable separate billing/shipping address(in my business, we can only ship to the billing address due to outrageously high fraud so I’d rather allow them to enter only one address).
I’d like to disable requiring (or even asking for) telephone and fax.
Zip code should be filled in if it was provide for a quote, and the State can be determined by using the zip code, the customer shouldn’t have to fill it in.
Error messages should be able to be customized to give more information (especially when a payment is declined).
Declined CC orders should be SAVED so that the order can be processed later if possible (if they had a hold on their card that has since been removed for instance).
This one is a big further out there, but I have no doubt it would increase sales: If the customer has already entered in their email address, but does not complete checkout, send them a link a day later that would enable them to continue the order, do not subscribe them to any lists or anything, just a one time “hey, you didn’t finish checking out...” or maybe just ask them WHY they didn’t…
I also hate amazon’s checkout. It is way too busy and the most confusing of all big shops, IMO. I think newegg offers a very nice, direct checkout without having to view related, suggested, recommended, best-seller, etc products between every pageview.
Whilst on the subject of changing the one page checkout, is it possible to skip the entire “Checkout as a Guest or Register” step altogether and have it go straight to the billing information tab? the way I see it, any user that wants to register can do so separately and not when they’re looking to complete an order, if they do plan on returning and purchasing again they can always use the log in link near the top.