Orders that never check out

I was looking at some of our databases that host e-shops and I realized that a big percentage of people who actually click on the order button never proceed to checkout. I guess this is not a fault of our part, as after hitting that button you are redirected to paypal or clickbank.

What do you think that make the user leave the site on the time of payment?

I mean it would be very reasonable to leave the site on the landing page, but why someone is going to order and in the final moment changes his/her mind?

Surprise, if something happens they weren't expecting such as suddenly going to a new site
Change of mind, I quite often go through the check out section to work out final cost, including VAT and PP

Perhaps they didn't mean to go that far in the first place.

I stop buying if shipping costs are to high, the payment site is not what I have excepted or the customer registration process is to heavy

These reasons are reasonable. But in my case the price is the one you see at my site. No VAT, no shipping or any other cost.

I also sometimes click through the order process to see the total price with shipping, handling and taxes. Do you make it clear to the visitor that the displayed price is the total, not extra costs added in the order process?

I have also the same.
Clients Order hosting,All confirmations emails and invoices sent normally(WHMCS) but the clients doesnt pay.
I sent numerous mails,both from the company mails and from my personal mail(in the reason the mails goes to spam folder)
But nothing.No response.
And they put real info on the register!
Regards

It is probably an "internet commerce" phenomenon. Lately I was reading a research issue stating that problem but yet no possible cause. I guess that it is the nature of internet. People can buy something online really fast, but they can also change their minds the same fast as well :)

I guess the last one is the reason, I remember that I think about to do more research about a product or server after before clicking the checkout button. Why? because I'm afraid to get scammed ;)

This is probably the #1 reason beyond those already mentioned by Tim. Plus so many ebooks are available online for free that anything electronic in nature may have a free alternative.

Try and keep your checkout process slim and with with no distractions. Make it clear the path you want the user to follow.... its called the consumption cycle.

You will always experience a "funnel effect" in a checkout process.... users will drop off at each point for whatever reasons such as shipping costs.

The final step where they confirm the order is the real decision point for the user and if they have any doubt in their mind they will drop off.... they'd prefer not to take the risk etc...

Its a lengthy discussion and someone could probably write a thesis on it and study behaviors etc...

My advice.... keep your checkout as short and slim as possible and make it clear and dont hide anything.