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What You Don’t Know About Form Abandonment
Marshall 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 Architecture™ (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?
About the author
Jeffrey Eisenberg is the CEO & co-founder of FutureNow (OTCBB: FUTR.OB), providers of OnTarget™. OnTarget™ monitors your website 24/7, uncovers the reasons your visitors fail to buy, register, or become a lead, and then provides specific recommendations for you to implement to keep your goals on target. Future Now has been helping businesses generate more engagements, leads, subscriptions, and sales with its unique framework, Persuasion Architecture®, since 1998. Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action” and “Waiting For Your Cat to Bark?” and has spoken at events such as Search Engine Strategies,, Shop.org, UIE, NAB and ad:tech. Please feel free to friend Jeffrey on Facebook
More articles from Jeffrey Eisenberg
- Christmas Shopping Begins in the Next 4 Weeks…June 25th, 2009
- Beware Marketing Automation Without Data ClarificationJune 24th, 2009
September 11th, 2007
10:24 am
Hi Jeff; speaking of form design, you might find this research by Luke Wroblewski, just published last week, especially interesting: http://www.lukew.com/ff/entry.asp?571
cheers
September 11th, 2007
4:03 pm
Good article, it gives me a lot to think about.
September 12th, 2007
4:32 pm
[...] blog about online forms and the incredible high abandonment rates. This post took me over to Groktodcom.com (FutureNows blog). Bryan from FutureNow writes about the shopping cart abandonment rate and I [...]
September 12th, 2007
6:07 pm
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…
September 14th, 2007
4:31 pm
This is exactly what I expected to find out after reading the title. Thanks for informative article.
September 17th, 2007
12:49 pm
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.
May 8th, 2008
12:53 am
Online flowers….
Send flowers online web sites links. Order flowers online. Online flowers….