jesbasementsystems
Joined: Sep 27, 2001
# Posts: 269
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Posted: 2003-Jul-17 01:24
Hey all!!
I have a customer thats getting traffic to his site, and traffic to the shopping cart. Unfortunatly, thats as far as it goes. Last month there were 229 visits to the cart, and only 13 added the product to the cart. of those, only 1 completed the transaction.
The page is pretty basic, cart is simple to use. Aside from outside factors (costs, no real desire for product, lookin' around), what factors could affect this? Call to actions?
I can provide the URL to teh cart if that helps any with opinions.
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thejenn
Joined: Aug 08, 2001
# Posts: 9196
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Posted: 2003-Jul-17 04:30
Have you grabbed a couple friends or family members and sat them down to go through the buying process? They may be able to see or notice a problem that you are missing because you are "so close" to the project.
I've done this several times, usually with results that make me go "man! how did I miss that!" 
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unreviewed
Joined: Dec 07, 2000
# Posts: 6776
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Posted: 2003-Jul-17 04:34
You can post a url if you like.
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jesbasementsystems
Joined: Sep 27, 2001
# Posts: 269
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Posted: 2003-Jul-17 14:53
the url is www.russellsfamous.com/cart/. Hope that helps!
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affinity
Joined: Dec 10, 2001
# Posts: 91
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Posted: 2003-Jul-17 15:14
The one thing I did notice is that your cart is not secure !! (Unless I have missed the encryption).
This would stop anyone for adding they credit card details to the form and hence completing an order, this could explain your converision rate being so low.
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yellowwing
Joined: May 21, 2002
# Posts: 2526
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Posted: 2003-Jul-17 15:33
Right at the top is a "Note all data entered is Secure under our 128bit Secure Server". But then there is no HTTPS notice on the browser or little gold lock at the bottom. It's not a good consumer confidence message.
Is the SSL and certificate properly installed? Ask around these forums. I know we have some great server side techies that would be glad to answer your questions.
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unreviewed
Joined: Dec 07, 2000
# Posts: 6776
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Posted: 2003-Jul-18 02:58
I use the $49.00 option here,
http://www.instantssl.com/
If you process credit cards yourself it is a "must do". Keep in mind that SSL doesn't make your server secure, it just allows secure communication. Your cart must write outside of your public document area and you must remove the info from the server as often as possible.
You can also use secure payment gateways that will process your sales for you. In that scenario you may not need to install SSL.
[ Message was edited by: unreviewed 07/17/2003 06:58 pm ]
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sirduncan
Joined: Jun 15, 2000
# Posts: 481
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Posted: 2003-Jul-22 16:04
Not a secure site - no credit card numbers coming from me. Plain and simple. Get that lock to close and the https to show up and you'll probably get orders.
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PCInk
Joined: Sep 13, 2001
# Posts: 479
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Posted: 2003-Jul-22 18:27
Any screen taking a credit card should be secure, though not entirely necessary. But you must send the data to a secure part (your form does not attempt encryption at all - if the php program encrypts it at your end, this is not enough). Also you may as well put the form as https secure, otherwise customers will not know you are sending the card info securely. Customers wont check your site (or even know how to) in order to make a decision.
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Monica_Ziff
Joined: Eons Ago
# Posts: 8
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Posted: 2003-Aug-14 11:41
I have a common problem. Many people go to the payment page and cancel there. Some of them are also trying a different payment packages and again click on cancel.
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RodB
Joined: Eons Ago
# Posts: 1435
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Posted: 2003-Aug-15 06:26
Well apart from the Secure problem which is an issue. I would disagree that its all fall down vital as you are being critted by experience here. There are plenty of surfers who have no idea what a secure site looks like. When I started out we sold plenty of non secure sites and it still happens. Please understand that I am not saying this is good practice. You should have the secure site.
There is another problem. Each industry has a general conversion rate. For example in the Long Distance industry we convert at about 1:24 visitors. In the pharmacy industry 1:31. In the toys and crafts 1:185. In the desktop world 1:420. In the bulk coal industry about 1:835. So it depends what industry you are in and this doesnt look like a mission critical product. Long Distance and Pills are mission critical products.
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MMacGillivray
Joined: Eons Ago
# Posts: 82
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Posted: 2003-Sep-07 16:21
That was a really interesting conversation about the general conversion rates for visitors - where can I find out more on this, please )
Margaret
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excell
Staff
Joined: Mar 19, 2001
# Posts: 14512
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Posted: 2003-Sep-07 20:20
well, I agree it is an excellent conversation, there are a few threads that speak of, leaving shopping cart, roi and sales vs hits around... do you know how to use the search tool to set it to read more dates?
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MMacGillivray
Joined: Eons Ago
# Posts: 82
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Posted: 2003-Sep-08 00:07
<G> - yes, I'll do it that way - it was just that I was quite intrigued about the stats. eg - In the desktop world 1:420
It's like speaking to your banker about an overdraft - he and the IRS/Inland Revenue have these cute little charts about the profitability and net profit margins of every type of business around; getting your hands on 'em is the challenge!
Thanks
Margaret
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RodB
Joined: Eons Ago
# Posts: 1435
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Posted: 2003-Sep-08 11:44
It is indeed interesting. Most clients have no idea at all and end up disappointed. Its crucial for succesful marketing to understand your conversion rate. This way you at least have an idea that something is wrong. For eg one of my pharmacy sites in Europe has been converting regularly at one in 30.5. This last month this went to 1:105 so now I need to go look at why this is happening. Lo and behold some cheapskate has undercut the prices. 
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crash
Staff
Joined: Dec 02, 2003
# Posts: 10626
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Posted: 2003-Sep-08 17:33
Backing up to the SSL issue.. things are very different today and the average consumer is being educated to look for that little lock and the https to confirm security of the site along with being told to NOT give their personal and credit info online without it. Not seeing that, at least on the page where *I* enter my info, chances of *me* leaving are very good.
I would also offer alternate methods of ordering (fax, phone, mail) and find a way to use a real address vs a PO Box.
Consider adding a FAQ page as well. Yes you state that shipping is included in the cost but many will miss that. You need to be clearer and add that to all the 'order processing' pages along with How you ship and in what time frame on a FAQ page. You also need to add clear instructions on whom and how I should contact if I have any problems. I know, the phone is listed, don't give the consumer to much credit. They often miss what is right in their face but if they have an issue they will look for a FAQ page for the info - but you don't have one.
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RodB
Joined: Eons Ago
# Posts: 1435
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Posted: 2003-Sep-09 06:29
Yup I agree with Crash. Surfers like to have it all spelled out so there is nothing to sneak out and kick them in the tail at the last minute. Builds trust.
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