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Check Out Your Checkout

Simple fixes can reduce the number of abandoned carts cluttering up your site.

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This story appears in the January 2010 issue of Entrepreneur. Subscribe »

Preston Wily couldn't understand why nearly half of his customers were abandoning their at sewelldirect.com, his Orem, -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.

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