If customers get all the way to the payment page and abandon the purchase, that can have several causes:
- Your site doesn't offer enough or the right payment options. For example, PayPal and direct bank debit along with credit cards.
- Your site doesn't show the full price and/or all of the conditions until customers get to the payment page. Shipping charges, for example, can turn someone off completing the purchase. People abandon hotel reservations at the last page when they see all of the fees and taxes, for example. Be sure you show all of the costs and any important conditions (returns/cancel policies, shipping charges, taxes).
- Many people don't like to use their card or bank account for a recurring subscription. Do you allow paying for a year at a time? Do you take Apple Pay and/or Google Pay, which make canceling subscriptions easy?
- Business/corporate buyers may not have a company credit card. B2B products generally need payment options other than credit cards.
- Customers outside the USA may not have a credit card, or may not feel comfortable using it online without the consumer fraud protections American card users enjoy.
If your customers put things in their cart (whatever that looks like on your site) and then don't get to the payment page, that's called an abandoned cart. Some sites have very high abandoned cart rates, others complete a large percentage of sales. I can't tell for sure if you see customers abandoning before getting to the payment page or at the payment page.
Take a careful look at the checkout process, eliminate friction, make sure the site clearly explains everything, and ask your customers why they choose not to complete the sale if you can find some way to do that in your payment flow.
