Too Many Abandoned Carts and Checkouts

[Krystal76]

Dear Shopify

My website (https://auravitana.com) went live April this year. After a while there were a lot of traffic, which has increased a lot over the last few months due to placing FB/Insta ads etc.

I am concerned because I had a lot of items added to cart and checkout but out of all adds 1 person made a purchase.

I have since changed my website design, added a couple of apps for 'abandoned cart' notifications and 'Trustmark' to at least build some trust, however I have had a massive increase in cart and checkout adds but again they don't go any further.

I am getting very frustrated now because I don't know what is wrong or if anything needs fixing. I have asked Shopify Support and they say that my shipping profiles are fine. I am now at a loss to what is wrong. I have tried test mode in different currencies and it seems to work ok.

I would be very grateful if someone please take a look to see if there's anything wrong with the checkout process.

Thanks so much for your help and assistance.

Kind regards

[TheResearchGuy · Accepted solution]

Hi Krystal76, 

I took a look at your website and I don't believe you have a checkout issue, but rather trust and usability issues.

Some things I found regarding that affect trust and usability and might lead to less sales going through: 

1. Got spooked by the loud music that I didn't know how to turn off because it's very low on the page. 

Suggestion: Remove the music since it distracts users from their purchase journey and they might have their own music in the background. 

2. The actual cart page doesn't need a hero banner. 

Suggestion: Remove all distractions from the cart page while keeping the focus on the cart summary, delivery costs, benefits of purchasing from you, free returns (if they really are free), free shipping and most importantly on the 10% OFF on the first order. 

3. The "order special instructions" field can be moved below the CTAs. 

Suggestion: The main focus should be on the CTAs rather than the open field of special instructions. Suggest to move that underneath the CTAs or even in the checkout in the "review order" screen, after users fill out their details. 

4. The "if you encounter issues contact [email protected]" message will surely scare users. 

Suggestion: Remove this line completely since users will get scared about losing their money on your website and therefore lead them to not proceed further in the checkout. Make the email address visible in the footer, but remove it from the cart & checkout flow since it can be interpreted as a warning such as "You will encounter issues with your order and will need to contact me here" 

5. People love to know who they're buying from

Suggestion: Associate a face with your brand. People are more inclined to buy from people, especially people with a profound and wholesome story like yours. This is a powerful brand differentiator and you should highlight the "handmade" and "feel good on purpose" messages. 

6. Let people know right from the homepage that YOU are making these products by hand. 

Suggestion: Instead of "Beaded Jewellery & Accessories" say "Handmade Jewellery & Accessories crafted for you to feel good on purpose". Starting with "handmade" sets the tone and adjusts user's expectations about the volume and quality of the products. 

I can go in more detail if you want but fixing these should significantly increase trust and get more users to finalise purchases. 

If this helped, please let me know by 'liking' this and marking it as a 'solution'! 

Thanks, ResearchGuy

[TheResearchGuy · Accepted solution]

Hi Krystal76, 

I took a look at your website and I don't believe you have a checkout issue, but rather trust and usability issues.

Some things I found regarding that affect trust and usability and might lead to less sales going through: 

1. Got spooked by the loud music that I didn't know how to turn off because it's very low on the page. 

Suggestion: Remove the music since it distracts users from their purchase journey and they might have their own music in the background. 

2. The actual cart page doesn't need a hero banner. 

Suggestion: Remove all distractions from the cart page while keeping the focus on the cart summary, delivery costs, benefits of purchasing from you, free returns (if they really are free), free shipping and most importantly on the 10% OFF on the first order. 

3. The "order special instructions" field can be moved below the CTAs. 

Suggestion: The main focus should be on the CTAs rather than the open field of special instructions. Suggest to move that underneath the CTAs or even in the checkout in the "review order" screen, after users fill out their details. 

4. The "if you encounter issues contact [email protected]" message will surely scare users. 

Suggestion: Remove this line completely since users will get scared about losing their money on your website and therefore lead them to not proceed further in the checkout. Make the email address visible in the footer, but remove it from the cart & checkout flow since it can be interpreted as a warning such as "You will encounter issues with your order and will need to contact me here" 

5. People love to know who they're buying from

Suggestion: Associate a face with your brand. People are more inclined to buy from people, especially people with a profound and wholesome story like yours. This is a powerful brand differentiator and you should highlight the "handmade" and "feel good on purpose" messages. 

6. Let people know right from the homepage that YOU are making these products by hand. 

Suggestion: Instead of "Beaded Jewellery & Accessories" say "Handmade Jewellery & Accessories crafted for you to feel good on purpose". Starting with "handmade" sets the tone and adjusts user's expectations about the volume and quality of the products. 

I can go in more detail if you want but fixing these should significantly increase trust and get more users to finalise purchases. 

If this helped, please let me know by 'liking' this and marking it as a 'solution'! 

Thanks, ResearchGuy

[Krystal76]

Hi ResearchGuy,

Hope you are well and thank you so much for taking the time to look at my website and for your feedback.

I am so glad there's no issues with the checkout process.  I am so sorry that the music alarmed you, I didn't realise it was that loud.  The music was only put on about a week ago.

I will definitely be implementing your suggestions and see how it goes from there. Thank you again I really appreciate your help.

I will let you know if things improve, if that's OK?

Have a pleasant day.

Kind regards

Krystal76

[Krystal76]

---

---

3. The "order special instructions" field can be moved below the CTAs. Suggestion: The main focus should be on the CTAs rather than the open field of special instructions. Suggest to move that underneath the CTAs or even in the checkout in the "review order" screen, after users fill out their details. 

 Hi ResearchGuy

Thanks for your suggestions yesterday. I'm working through what you suggested but with point no.3, I can switch the box off on the cart but cannot move it. 

I also cannot add the box on the Checkout page either, which would be preferable.  I tried to find a way to PM you but unable to find where I can do that on here.

Thanks

[TheResearchGuy · Accepted solution]

Hi Krystal, 

Do people who ordered used that field to leave comments in or not?

If they don't, then I think it's safe to remove that field completely since they can contact you via email with requests or questions, right? 

You can send me a connection request here where we can discuss other questions you might have: https://www.linkedin.com/in/andrei-stoleriu-4a4ab913b/  🙂 

Thanks!