Help > Please Explain: Why Do Surfers Hit Join Form Then Don't Buy?

[The Porn Nerd]

This "issue" (phenomenon?) has been driving me NUTS for a long time now (I know, short drive) so I figured I would finally ask the vets around here:

WHY do surfers click the Join form (any site, any processor) then NOT buy? I used to not list the Membership price on my Tours but then found by displaying them I made better sales. So these fuckers - excuse me, I mean "surfers" - come to one of my Tours, poke around, like what they see enough to continue through to some pages (Bio, Info, etc) then get to the Join page where the price is displayed. Great!

Then they click and carry on through to the Join form (CCBill, Epoch, doesn't matter which processor). Great! This is what we want as Webmasters, isn't it? So why do they stop at that point? What's going on in the surfers mind right then, at the most critical point of purchase (submiting the form)? When I see (for example) a site get 30 form hits in 12 hours without a single form submission I have to wonder what the fuck are these 30 people thinking when they get to that form? Too expensive? Not enough value? Etc etc.

So what do you think is the reason(s)?

[96ukssob]

this is pretty big in mainstream as well, with people abandoning shopping carts.

maybe they just wanted to see how much it costs or thought there was a promo. IMO, id check for bounce rates there and make some changes to the page to increase conversions.

[The Porn Nerd]

Originally Posted by bossku69

this is pretty big in mainstream as well, with people abandoning shopping carts.

maybe they just wanted to see how much it costs or thought there was a promo. IMO, id check for bounce rates there and make some changes to the page to increase conversions.

Thanks for this but I am referring to the PROCESSORS Join forms, not my own Join page. On MY page the prices are displayed (and in bigger, bolder type than on the CCBill or Epoch forms). No, it's once they leave MY site(s) and MY control is where they click away, after hitting the processors forms.

[kristin]

Originally Posted by MisterPeabody

This "issue" (phenomenon?) has been driving me NUTS for a long time now (I know, short drive) so I figured I would finally ask the vets around here:

WHY do surfers click the Join form (any site, any processor) then NOT buy? I used to not list the Membership price on my Tours but then found by displaying them I made better sales. So these fuckers - excuse me, I mean "surfers" - come to one of my Tours, poke around, like what they see enough to continue through to some pages (Bio, Info, etc) then get to the Join page where the price is displayed. Great!

Then they click and carry on through to the Join form (CCBill, Epoch, doesn't matter which processor). Great! This is what we want as Webmasters, isn't it? So why do they stop at that point? What's going on in the surfers mind right then, at the most critical point of purchase (submiting the form)? When I see (for example) a site get 30 form hits in 12 hours without a single form submission I have to wonder what the fuck are these 30 people thinking when they get to that form? Too expensive? Not enough value? Etc etc.

So what do you think is the reason(s)?

Have you ever had something in your basket at Target and then got up to the counter and decided, I don't need this?

I did, just last week. I think it's the same mentality for a surfer, just in a different form.

I often wonder how much of it is guilt or pre- buyer's remorse?

[CaptainHowdy]

"Satisfaction is the death of desire"...

[The Porn Nerd]

Originally Posted by kristin

Have you ever had something in your basket at Target and then got up to the counter and decided, I don't need this?

I did, just last week. I think it's the same mentality for a surfer, just in a different form.

Well, that's true but to see it over and over, for years now...LOL I mean, that's a lot of indecisive Target customers. But I hear ya. It may as simple as that. For me, whenever I buy something online I'm pretty sure I want it before I go through the whole process of buying. But maybe that's just me.

Originally Posted by CaptainHowdy

"Satisfaction is the death of desire"...

Perhaps this is why I never feel the desire to contact you off GFY Captain Howdy. Your avatar satisfies me, every time.

[Far-L]

Originally Posted by MisterPeabody

Thanks for this but I am referring to the PROCESSORS Join forms, not my own Join page. On MY page the prices are displayed (and in bigger, bolder type than on the CCBill or Epoch forms). No, it's once they leave MY site(s) and MY control is where they click away, after hitting the processors forms.

Unfortunately... I am just going to sound like a broken record... because you already know what I am going to say.

You would be able to take this excellent advice if you went with Netbilling/your own merch account.

Sorry, not trying to come off badgering about it. (if I didn't like you you and respect your work ethic I wouldn't be saying anything at all)

[ottopottomouse]

my only guess is they are not liking the look of the ccbill form

[Agent 488]

mr. swirlsgirl.

[cooldude7]

i did this most of the times., and here are the reasons.

1. i am looking for something free registration i.e. no cc required, just email confirmation if available.

2. I dont like the looks of the processing company form, i mean i dont trust them by their look...i.e. i dont like ccbill form at all, i like epoch,zombaio form

3. there are * and more ** , then i scroll down and i c those mofo's r doing xsales, while they promised $1 for one day and still they want me to cancel my 2-3 more registrations after one day and if i dont cancel them, then i am screwed.

4. i get more suspicious when they say free registration , your card wont be charged , still they ask me my cc info.

5. i c the page is fucking http and not https.

6. i c auto rebill.

7. i am webmaster and i want to check who is processing ur sales./or how does ur form looks like

ps. i is a surfer or as OP said fucker. :D

[Bama]

Many sites link thumbnail images to the join form so the surfer is expecting to see an image, not a join form and they hit the back button.

It is then possible that they feel "tricked/forced" into buying something they weren't ready yet to decide.

Then there is also the crappy join form already mentioned

[AaronM]

I often wonder why people go to the contact page but then never contact.

[harvey]

ha ha, I started writing an article on the subject yesterday, can't believe you posted about it today! Are you looking over my shoulder?

[The Porn Nerd]

Originally Posted by Far-L

Unfortunately... I am just going to sound like a broken record... because you already know what I am going to say.

You would be able to take this excellent advice if you went with Netbilling/your own merch account.

Sorry, not trying to come off badgering about it. (if I didn't like you you and respect your work ethic I wouldn't be saying anything at all)

Thanks for posting this. I don't mind at all! I actually am considering Netbilling and other fixes like merch accounts but I didn't want this to turn into a cc processor thread. LOL I think what I'm asking about occurs regardless of which processer/back-end a site is using. Ratios may be better with various differant solutions but it's the surfers behaviour I'm curious about.

Originally Posted by ottopottomouse

my only guess is they are not liking the look of the ccbill form

Which is why the CCBill Join forms on all my Tours are my own design (custom forms). No offense CCBill but I hate your standard Join form options. LOL This form converts incredibly well (comparitively).

Originally Posted by Bama

Many sites link thumbnail images to the join form so the surfer is expecting to see an image, not a join form and they hit the back button.

It is then possible that they feel "tricked/forced" into buying something they weren't ready yet to decide.

Then there is also the crappy join form already mentioned

Now THIS is interesting! Too bad we can't put custom thumbnails on CCBill forms.

Originally Posted by harvey

ha ha, I started writing an article on the subject yesterday, can't believe you posted about it today! Are you looking over my shoulder?

Yes and no; yes, I'm looking over something but no, it's not your shoulder.
Looking forward to that article, hope you post it here!