The worst place for web site abandonment is in your shopping cart. You’ve overcome all the customer objections and gotten products added to their cart only to see the sale get away due to issue within the checkout process. To reduce shopping cart abandonments, here are 8 suggestions:

1. Offer the option to call. If visitors have a problem during checkout or feel uncomfortable using a credit card online, offer a phone number. Devote a dedicated toll-free line for tracking purposes. Offer a printable order form so customers can complete orders by fax, if they prefer. Also place this phone number prominently on the home page for impulse calls. There is no need to make a customer search for a phone number. Simply make it accessible to them in key spots (home page, CS page) and junctures (during checkout or on product pages to answer product questions they may have).

2. Show stock availability on the product page. Shoppers should not have to wait until checkout to learn if a product is out of stock. Also, give an estimated delivery date. Deal with the “I want it now” mentality, and let them know when they should expect to get their products. CAUTION: If items are frequently out of stock or if shipping time for products is consistently slow, it may be best NOT to disclose this information. This should highlight a strength (in stock and fast shipping) not a weakness.

3. Make it obvious what to click next. Include a prominent “Next Step” or “Continue with Checkout” button on each checkout page. Make the button you want them to click next the most obvious. It is ok for the button to be a bit anti-aesthetic if it makes it stand out.

4. Show them the business is a real entity. People’s concerns start to flare up during checkout. Let them know this is a real company by giving full contact information during the checkout process.

5. Add third-party reinforcement messages. VeriSign, Better Business Bureau, and credit card logos either greatly boost conversions or at least keep them neutral. In other words, they can’t hurt. A HACKER SAFE rating certification helps clients across the board, especially those with larger-than-average order sizes. ScanAlert claims their certification can increase average orders 10%-15%.

6. Offer a price guarantee. If you sell name-brand products and the price is competitive or provides better value, try a “Lowest Price Match” guarantee.

7. Provide multiple payment options. Follow Wal-Mart’s lead and add more payment options. Allow visitors to pay by credit card, check, PayPal, Google Checkout, Bill Me Later, or any other means they have.

8. Use an exit survey. If a visitor abandons their shopping cart, offer an incentive to complete an exit survey. They may tell you why they didn’t complete that order. It doesn’t have to be every abandoned cart, a random sampling will do. If an email address is known for a registered customer who abandoned a cart, consider sending a follow up email offer and include the items they left in their cart.

What methods have you found to be effective?