[Jon]

Here's an interesting article from SitePoint.
http://www.sitepoint.com/print/increases-online-sales

Reduce Abandonment Rates

eMarketer report that over 65% of buyers leave their Shopping Carts in mid-purchase. To reduce cart abandonment rates, consider these points during the design phase:


Display Shipping Costs Shoppers donБ─≥t buy goods when they feel there are hidden costs involved in the transaction. They want to know all costs (including taxes) and how long will it take to deliver the goods before they begin the purchase process. If customers realize during purchase that they donБ─≥t know what these charges will cost them, theyБ─≥ll leave the shopping cart to find outБ─╕ and often wonБ─≥t return.
Build a Clear Interface Make sure the user can progressively add items to the basket during shopping; poor designs often display only the currently-selected item onscreen. This encourages users to leave before they reach the checkout, fearing that they might be double-billed, or that theyБ─≥ve done something wrong. On that point, hereБ─≥s a quick tip. When writing your error messages, always instruct the user what they should do next. Avoid criticizing them for hitting the Б─≤wrongБ─≥ button.
Multiple Windows Avoid designing shopping carts that float over the entire desktop. These perplex novice users and distract them from the purchase. Stick to the tried, trusted, and familiar display methods.
Customer Support The importance of excellent support is typically underrated. Always include telephone support numbers on the site. Amazon.com has a huge tele-center to handle phone calls -- it understands its users. Support numbers comfort people; novice users will leave the shopping cart to find these. DonБ─≥t let the user worry, Б─°Is anyone really behind this site?Б─² If you do, youБ─≥ll lose the sale. Use pre-defined templates to ensure that the support phone number is located on all sales pages.
Refine Shipping and Billing Pages Design forms so that users donБ─≥t have to key in their details repeatedly. Capture the data in the database, and avoid making the user leave the site to visit another Б─≤dedicatedБ─≥ shipping site; this makes the process exhausting and once fatigue sets in, the customer will quickly give up.

Improve the Purchase Process

Shopping carts can be sharpened up, checkout processes can be simplified, and buying online can be almost as much fun as the hype would have you believe!

To improve your ecommerce siteБ─≥s effectiveness, try these seven bulletproof pointers:


Link to the shopping cart from every page -- donБ─≥t make users struggle to find it. Use the word Б─≤BuyБ─≥ or Б─≤ShopБ─≥. Avoid witty puns, as non-native speakers probably wonБ─≥t understand your knife-edged humor.


Explain the ordering options in simple terms. Many users may be shopping online for the first time.


Include all necessary features in the shopping cart process, for example, the ability to modify or delete items from the basket.


Let users put items Б─≤on holdБ─≥ for future purchasing. Their credit card may not have the available limit during the session, but they might like to be reminded of the item when they return.


Number the pages in the checkout process, for example, 1-4, 2-4, 3-4, 4-4. Users feel more comfortable when they know their location in the overall process, and they have an idea of what lies ahead.


Create concise, usable forms. DonБ─≥t force users to re-enter information or provide superfluous data. Why does anyone want a customerБ─≥s fax number? Long, bloated forms smack of laziness and reflect poorly on your commitment to quality and customer service.


Guarantee security. Inform the user before they enter an SSL page. If this comes upon them out of the blueБ─■with a JavaScript popup screen warning them about securityБ─■some users will think that they have made a mistake and exit.

All these points will improve the shopping experience for users, and ensure you achieve more sales.

Reasons shoppers abandon their carts

Б─■ 56% said shipping charges were too expensive
Б─■ 41% said the item was unavailable
Б─■ 29% said the site was too difficult to navigate
Б─■ 21% said the order wouldnБ─≥t go through
Б─■ 18% said the order form was too complicated
Б─■ 15% said they were unable to use coupons or discounts on the site