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FutureNow Post
Tuesday, Sep. 11, 2007 at 7:17 am

What You Don’t Know About Form Abandonment

By Jeffrey Eisenberg
September 11th, 2007

form submitMarshall Sponder shares an interesting comScore study that illustrates what we at Future Now have been saying for many years: shopping cart and form abandonment happens well before people reach the form.

I’m always thrilled when additional evidence surfaces.

The majority of abandonment issues can be fixed if you focus on answering visitors’ questions earlier in the “funnel” or purchase consideration process. Persuasion Architectureâ„¢ (define) is designed to anticipate the questions people have and facilitate the momentum required for them to accomplish their goals.

We’ve been solving this problem reliably for years. Do you still have a form abandonment problem?

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Comments (8)

  1. Hi Jeff; speaking of form design, you might find this research by Luke Wroblewski, just published last week, especially interesting:


  2. Good article, it gives me a lot to think about.

  3. [...] blog about online forms and the incredible high abandonment rates. This post took me over to (FutureNows blog). Bryan from FutureNow writes about the shopping cart abandonment rate and I [...]

  4. If I could just get publishers to put some forms in-line and get them to organize web pages just like they are sellling in-person…

  5. This is exactly what I expected to find out after reading the title. Thanks for informative article.

  6. I’ll often go down the “buy now” path just to check shipping and see if there are any hidden extras for the specific product I’m interested.

    When I succeed and become a millionaire I will still not, ever, purchase something when the seller is embarrassed about the price.

    Have we not all been irritated by “Ah, the XG version does have said feature, as an optional extra, so, the XG you want, with said feature, that’ll be X dollars, which is Y dollars more than the advert said..”?

    Or the cheap as chips product that will, apparantly, be delivered upon a silk cushion by 6 smiling winged angels tomorrow, or should be at that shipping rate?

    In short, rather than continue wading through a site I’ll click Buy Now just to see exactly what happens. Time is short and if there are hidden hassles I wanna know now, not after I’ve been entertaining this option all afternoon or month.

  7. Online flowers….

    Send flowers online web sites links. Order flowers online. Online flowers….

  8. This is a good point. Yet another reason to keep an eye on your google anaytics. You can huge amounts of people reaching your form or payment screen but see a huge form and go else where.


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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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