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Check Out Your Checkout

Simple fixes can reduce the number of abandoned carts cluttering up your site.
December 14, 2009
URL: http://www.entrepreneur.com/article/204324

Preston Wily couldn't understand why nearly half of his customers were abandoning their shopping carts at sewelldirect.com, his Orem, Utah-based online retailer of computer and electronic equipment. The partner and president of the company suspected the problem was with the shipping and billing information page, where nearly 23 percent of shoppers left their carts.

A couple of simple fixes, including letting customers check out without a password and withholding a request to send them a newsletter until after the transaction had been made, cut abandon rates to less than 20 percent.

Greg Hintz, North American regional business lead for Yahoo! Shopping, offers suggestions for how to check up on your own shopping carts to ensure you're keeping customers from abandoning them:

At a minimum, Hintz says, you must have a secure encrypted connection and make sure it is clearly labeled as such.