Rafael In my experience it really depends on the product, the price, and the audience. One thing that I do know is cutting the number of clicks in every case I have experienced increases the conversation rate. Why do you have Personal Details and Address Details pages?
Use a method like GOMS to look at how you can reduce the clicks. Check what errors people are getting. This research giving conversation rates for large retailers from coremetrics may help you. http://www.coremetrics.com/solutions/industry-report-black-friday-08.php Doing some metric based usability testing (like SUM see: http://www.measuringusability.com/ ) may help you pin point the issues with the product/price/audience mix. Also take a look at to get some ideas on the Science of Shopping. Get the nucleus accumbens working ! http://www.dallasnews.com/sharedcontent/dws/dn/opinion/points/stories/DN-lehrer_01edi.State.Edition1.152824f.html all the best Jameshttp://blog.feralabs.com 2009/2/23 Rafael Schouchana <[email protected]> > Hi all, > > My client is from the retail industry and I am working on their checkout > process to increase conversion. > > Currently these are the drop off numbers: > > >From Shopping Basket to Personal Details - 50% drop off > >From Personal Details to Address Details - 50% drop off (user is forcedo > to > create account entering a new password, but there is no login for returning > customers) > >From Address Details to Payment Details - 40% drop off (user has to enter > proof of address for credit check) > >From Payment Details to Review and Confirm - 40% drop off (probably > because > of invalid information? or because they are unable to use one of the > payment > methods) > >From Review and Confirm to Success - 50% drop off (this for me is the most > curious because the user came through the entire form and just gave up? > something wrong here) > > So I don't have numbers from other projects and would like to know if > someone has information to say if these drop off rates are too high or are > too bad. > > My guess is that from Personal Details to the end of the process numbers > are > too high. > > Anyone? > > Thanks! > > Rafael Schouchana > ________________________________________________________________ > Welcome to the Interaction Design Association (IxDA)! > To post to this list ....... [email protected] > Unsubscribe ................ http://www.ixda.org/unsubscribe > List Guidelines ............ http://www.ixda.org/guidelines > List Help .................. http://www.ixda.org/help > ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [email protected] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
