Top 10 Mistakes that drive customers away

Yulia Smirnova has a great writeup on Thanh Nguyen, Jeff Shulman and Mark Wachen's session "Common Mistakes that drive customers away". So here the top 10:

1. Mismatched Offer

2. Mismatched Content

3. Multiple Choice

I covered this problem here before.

4. Promoting Benefits That Are Not Benefits

5. Continuing To Sell When The Sale Is Made

6. Asking A Lot Of Unnecessary Questions

7. Treating Customers Equally

8. Not Allowing Your Users To Check Out Fast And Easy

Not sure about this one. Thanks to friends, I've recently learned, that the reason for a high shopping cart abondonment rate is not as easy as many think. More info here or better hire the pros from FutureNow

9. Not Giving Clear Indications For The Shopping Process

10. Not Capitalizing On Abandoned Carts

and the extra one...

11. Not Cross-Selling By Displaying Products Without Recommendations

Here Yulia's entire post. I also would add

12. Not offering as many payment options as possible

13. Not offering a translation in multiple languages