Shopping cart abandonment recovery: Checkout Conversion Funnel: Optimizing the Checkout Conversion Funnel for Better Results

1. Understanding Shopping Cart Abandonment

shopping cart abandonment is a prevalent issue in the e-commerce industry, where potential customers begin the checkout process but drop out before completing the purchase. This phenomenon can significantly impact a business's bottom line, as it represents a loss of potential revenue. Various factors contribute to shopping cart abandonment, ranging from high shipping costs and long delivery times to a complicated checkout process and concerns over payment security. Understanding the reasons behind this behavior is crucial for optimizing the checkout conversion funnel and recovering lost sales.

From the perspective of the consumer, the decision to abandon a shopping cart is often not taken lightly. It might be the result of encountering unexpected costs, such as taxes or shipping fees, that weren't apparent at the start of the shopping process. For others, it could be due to a website's poor performance, like slow loading times or a complicated navigation that makes the shopping experience frustrating. On the other hand, from the retailer's viewpoint, each abandoned cart is a missed opportunity that requires analysis to understand what part of the checkout process is not meeting the customer's expectations.

To delve deeper into the subject, here's a numbered list providing in-depth information about shopping cart abandonment:

1. Unexpected Costs: A primary reason for cart abandonment is when customers are surprised by additional costs. For example, a shopper might add a $50 item to their cart, only to find at checkout that taxes, shipping, and handling push the total to $70.

2. Account Creation: Some online stores require customers to create an account before making a purchase. This extra step can be a barrier, as seen when a customer chooses to leave the site rather than fill out a lengthy registration form.

3. Complex Navigation: A checkout process with too many steps can overwhelm customers. An example of this is when a customer has to go through five pages of information input before reaching the final confirmation page.

4. Payment Security: Shoppers are becoming increasingly concerned about online security. If a website does not display security badges or if the payment gateway looks outdated, customers might not trust the site with their credit card information.

5. Lack of Payment Options: Limited payment methods can be a deal-breaker. For instance, if a customer prefers to pay with PayPal but the option is not available, they may abandon the purchase altogether.

6. Mobile Optimization: With the rise of mobile shopping, a website that is not optimized for mobile devices can lead to cart abandonment. A common scenario is when text and buttons are too small to read and interact with on a smartphone, causing frustration and potential abandonment.

7. Long Delivery Times: In an age of instant gratification, long delivery times can deter a customer. An example is when a customer needs an item quickly but the earliest delivery option is two weeks away.

By addressing these issues, businesses can create a more seamless and user-friendly checkout experience, reducing the likelihood of cart abandonment. Implementing solutions such as transparent pricing, guest checkout options, simplified navigation, secure payment gateways, multiple payment methods, mobile optimization, and faster shipping options can all contribute to a more effective checkout conversion funnel. Ultimately, the goal is to understand and mitigate the factors that lead to shopping cart abandonment, thereby improving the customer experience and increasing sales.

2. The Impact of Checkout Complexity on Conversion Rates

The checkout process is the grand finale of the online shopping experience, yet it's often where retailers face the greatest challenge: maintaining the customer's momentum through to order completion. A complex checkout can be the critical juncture where potential sales transform into dreaded cart abandonments. From a business perspective, the checkout conversion rate is a pivotal metric that reflects the effectiveness of the entire sales funnel. It's not just about the number of visitors who add items to their carts; it's about how many of those visitors actually follow through with a purchase.

Insights from Different Perspectives:

1. Customer Experience (CX): For customers, a convoluted checkout process is akin to standing in a long, winding queue at a physical store. It's frustrating and time-consuming. A study by Baymard Institute suggests that 28% of shoppers abandon their cart due to a long or complicated checkout process. For instance, ASOS halved their cart abandonment rate simply by removing the account creation requirement from their checkout page.

2. User Interface (UI) Design: From a design standpoint, a cluttered interface with too many fields, unclear instructions, and a lack of visual hierarchy can overwhelm users. A minimalist approach, with clear progress indicators and a visually calming color scheme, can keep the user focused and reduce cognitive load. Amazon's 1-Click ordering is a prime example of simplifying the checkout to a single action.

3. Psychological Triggers: The checkout process is laden with moments that can trigger decision fatigue and buyer's remorse. Offering too many options or upsells can paralyze the decision-making process. Conversely, introducing scarcity (e.g., "Only 2 left in stock!") or urgency (e.g., "Sale ends in 1 hour!") can propel hesitant buyers to complete the purchase.

4. Technical Performance: A slow-loading checkout page is a conversion killer. According to Google, as page load time goes from one second to ten seconds, the probability of a mobile user bouncing increases 123%. Ensuring technical optimization, such as reducing server response time and optimizing images, can keep the checkout flowing smoothly.

5. Security and Trust: Security concerns are paramount. Displaying security badges and using HTTPS can reassure customers that their data is safe. A survey by GlobalSign indicated that up to 85% of online shoppers avoid unsecured websites. Trust can also be built through transparent communication about return policies and customer service availability.

6. Mobile Optimization: With over half of web traffic coming from mobile devices, a checkout that isn't mobile-friendly is simply leaving money on the table. Mobile checkouts need to be even more streamlined, with large touch targets and easy-to-use form elements. Walmart's mobile app, for example, allows users to checkout with just a few taps.

7. Payment Flexibility: Offering a variety of payment options caters to a broader audience. While credit cards are common, alternative methods like PayPal, Apple Pay, or even cryptocurrency can capture sales that might otherwise be lost. Klarna and Afterpay have revolutionized the checkout experience by offering installment payments, appealing to budget-conscious consumers.

8. Localization: Tailoring the checkout experience to the local context, including language, currency, and payment methods, can significantly impact conversion rates. For instance, in China, offering Alipay or WeChat Pay is essential, as these are the preferred payment methods for many Chinese consumers.

9. Analytics and Testing: Continuous improvement through A/B testing and analytics is vital. What works for one demographic or product category may not work for another. Regularly testing elements like button colors, form field order, and checkout flow can lead to incremental improvements that have a significant impact on conversion rates.

simplifying the checkout process is not just about reducing the number of steps, but about creating a seamless, reassuring, and adaptable journey that aligns with customer expectations and behaviors. By considering the various perspectives and continuously optimizing the checkout experience, businesses can turn potential abandonments into successful conversions.

3. Essential Elements of an Effective Checkout Page

In the realm of e-commerce, the checkout page is the pivotal moment where a customer transitions from browsing to buying. It's the final hurdle in the shopping journey and its design can make or break a sale. An effective checkout page is not just about aesthetics; it's a carefully crafted blend of functionality, security, user-friendliness, and reassurance. From the perspective of a shopper, it should be a seamless and straightforward process that requires minimal effort. For the business owner, it needs to be secure and efficient, capturing all necessary information without causing friction that could lead to cart abandonment.

Let's delve into the essential elements that constitute an effective checkout page:

1. Simplicity and Clarity: The checkout process should be as simple as possible. A single-page checkout with clear instructions outperforms multiple pages. For example, Amazon's "Buy now with 1-Click®" is a testament to the power of simplicity.

2. Progress Indicators: Customers appreciate knowing where they are in the process. A progress bar indicating steps such as "Shipping", "Payment", and "Confirmation" can reduce anxiety and improve the user experience.

3. guest Checkout option: Not everyone wants to create an account. offering a guest checkout can speed up the process and reduce barriers to completion.

4. Multiple Payment Options: Providing a variety of payment methods caters to a wider audience. Whether it's credit cards, PayPal, or newer options like Apple Pay, flexibility is key.

5. Security Reassurances: Trust badges and secure socket layer (SSL) certificates should be prominently displayed to reassure customers that their information is safe.

6. Error Handling and Validation: Real-time form validation can prevent errors before submission. If an error does occur, clear messages should guide the user to a quick resolution.

7. Mobile Optimization: With an increasing number of transactions on mobile devices, a mobile-friendly checkout is essential. The layout should be responsive, and text input should be minimized.

8. clear Call to action (CTA): The "Place Order" button should stand out and be easy to find. Ambiguity in CTAs can lead to hesitation and potential abandonment.

9. Visual Consistency: The checkout page should reflect the design of the rest of the site to maintain brand consistency and trust.

10. Confirmation and Follow-Up: After a purchase, customers should receive immediate confirmation, followed by an email receipt. This not only reassures them but also provides an opportunity for further engagement.

By incorporating these elements, businesses can create a checkout page that not only looks good but also performs well, turning browsers into buyers and maximizing conversions. Remember, the goal is to make the checkout process so effortless that customers don't think twice about completing their purchase.

4. Strategies to Simplify the Checkout Process

Simplifying the checkout process is a critical step in optimizing the checkout conversion funnel and reducing shopping cart abandonment. A complex or time-consuming checkout can deter potential customers, leading to lost sales and decreased customer satisfaction. From the perspective of a consumer, a streamlined checkout means less hassle and a quicker path to purchase. For businesses, it translates to higher conversion rates and increased revenue. Retailers and e-commerce experts have long studied the checkout process, seeking ways to refine it to be as intuitive and efficient as possible.

Here are some strategies that can help simplify the checkout process:

1. One-Page Checkout: Implementing a one-page checkout can significantly reduce the time and effort required to complete a purchase. By consolidating all necessary information on a single page, customers can quickly review their order, enter shipping and payment details, and confirm their purchase without navigating through multiple pages.

2. Guest Checkout Option: Not all customers are willing to create an account for a one-time purchase. offering a guest checkout option caters to those who prefer a quick transaction without the commitment of account creation.

3. form Field reduction: Evaluate the necessity of each form field. Only request essential information to complete the order. For example, if a phone number is not needed for shipping or customer service, consider removing that field to streamline the process.

4. Autofill and Saved Information: For returning customers, offer the option to save their information for future purchases. Autofill capabilities can also speed up the process by automatically populating known information such as addresses and payment details.

5. Clear Error Messaging: If a customer encounters an error during checkout, clear and specific error messages can guide them to quickly resolve the issue without frustration.

6. Multiple Payment Options: Providing a variety of payment methods, including credit cards, digital wallets, and alternative payment services, ensures that customers can use their preferred method, reducing the likelihood of abandonment.

7. Mobile Optimization: With the increasing prevalence of mobile shopping, ensuring that the checkout process is optimized for mobile devices is essential. This includes responsive design, large form fields, and easily clickable buttons.

8. Security Assurance: Display security badges and use SSL encryption to assure customers that their personal and payment information is secure.

9. Progress Indicators: If a multi-step checkout is necessary, use progress indicators to inform customers of how many steps are left in the process, giving them a sense of advancement and time commitment.

10. Post-Purchase Confirmation: Immediately after a purchase, provide a clear confirmation message and summary of the order. This reassures customers that the transaction was successful.

For instance, a well-known online bookstore implemented a one-click checkout feature that allowed users to bypass the shopping cart entirely if they so desired. This dramatically reduced the time between selecting a product and finalizing the purchase, leading to a noticeable increase in sales and customer satisfaction.

By considering these strategies from various perspectives, businesses can create a checkout experience that not only encourages completion of the current purchase but also fosters customer loyalty and repeat business.

5. Leveraging Customer Feedback to Improve Checkout Experience

Customer feedback is an invaluable resource for any business looking to refine its checkout experience. It provides direct insights into the user's journey, pinpointing areas of friction and satisfaction. By actively listening to customers, businesses can identify common pain points that lead to cart abandonment and address them to streamline the checkout process. This not only enhances the user experience but also boosts conversion rates, as a smooth checkout is a critical factor in the customer's decision to complete a purchase.

From the perspective of a first-time shopper, the checkout process should be intuitive and reassuring. For returning customers, it should remember preferences and expedite the process. Here are some ways to leverage customer feedback effectively:

1. Simplify Navigation: Customers often suggest a more straightforward navigation path. For example, one might say, "I wish I didn't have to click through so many screens to check out." This feedback can lead to the implementation of a one-page checkout system, reducing the number of steps required to complete a purchase.

2. Enhance Mobile Experience: With the increasing prevalence of mobile shopping, feedback like "It's hard to enter my details on my phone" can prompt redesigning mobile checkout interfaces for better usability.

3. Improve Payment Options: Diverse payment preferences mean that comments such as "Why can't I pay with my e-wallet?" should be taken seriously. expanding payment options to include services like PayPal, Apple Pay, or cryptocurrency can cater to a broader audience.

4. Clarify Shipping Information: Unclear shipping costs and times are a common complaint. Feedback such as "I didn't know how long shipping would take" can lead to clearer communication about shipping policies and real-time updates.

5. Personalize the Experience: Personalization can make a big difference. For instance, a customer might say, "I love that it remembers my size and address." Using such feedback to create a more personalized experience can increase customer loyalty.

6. Offer Support: Sometimes, customers encounter issues they can't solve on their own. Feedback like "I couldn't apply the discount code" indicates the need for easily accessible customer support, possibly through live chat or a help center.

7. Streamline Form Fields: Excessive form fields can be overwhelming. Feedback such as "Why do you need my company name for a personal order?" can lead to reducing the number of fields to only the essentials.

8. Provide Clear CTAs: A clear call-to-action (CTA) is crucial. A customer might suggest, "The 'Proceed to Payment' button should be more prominent," leading to design changes that make the CTA stand out.

9. implement Feedback loops: post-purchase surveys can gather feedback on the checkout experience, allowing for continuous improvement.

10. Use A/B Testing: Testing changes based on feedback, like "I found the guest checkout confusing," can help determine what works best for the majority of users.

By incorporating these insights into the checkout design, businesses can create a more user-friendly experience that encourages customers to return. For example, an online clothing retailer might use feedback to add a 'Save for Later' feature, allowing indecisive shoppers to ponder their choices without feeling rushed, thereby reducing the pressure and potential for abandonment. Ultimately, leveraging customer feedback is about creating a dialogue with customers and using their experiences to foster an environment of trust and efficiency at the checkout.

6. The Role of Trust Signals in Reducing Cart Abandonment

Trust signals play a crucial role in mitigating shopping cart abandonment, a common challenge that online retailers face. When customers shop online, they lack the tangible assurance of a brick-and-mortar store, which can lead to hesitation and ultimately, abandonment of the purchase process. Trust signals serve as indicators of security, credibility, and reliability, reassuring customers that their transactions are protected and that the business is reputable. From secure payment gateways to customer reviews, these signals can significantly influence a customer's decision to complete a purchase.

Here are some in-depth insights into how trust signals can reduce cart abandonment:

1. Secure Payment Badges: Displaying badges from well-known security companies like VeriSign or McAfee can reassure customers that their payment information is safe. For example, a badge stating "Secured by SSL" can increase the likelihood of transaction completion.

2. Clear Return Policies: A straightforward and customer-friendly return policy can be a decisive factor for customers. Zappos, for instance, offers a 365-day return policy, which is prominently displayed during checkout, giving customers the confidence to purchase.

3. customer Testimonials and reviews: Positive feedback from previous customers can alleviate concerns about product quality and service. Amazon's review system allows potential buyers to gauge the satisfaction of others, which can encourage them to proceed with their own purchase.

4. Transparent Contact Information: Providing easy access to customer service contact information, including phone numbers and live chat options, can instill trust. Knowing that help is readily available if needed can persuade a customer to finalize their purchase.

5. Trust Seals: Certifications from third parties like the Better Business Bureau or Trustpilot can serve as endorsements of the business's integrity. Displaying these seals can lead to a lower rate of cart abandonment.

6. Social Proof: Integration of social media can act as a form of social proof, showing that the brand is established and recognized. For example, displaying the number of likes or followers on platforms like Facebook can lend credibility.

7. user-Friendly interface: A clean, professional-looking website that is easy to navigate reassures customers that the business is legitimate. Apple's website is a prime example of how a user-friendly design can facilitate the shopping experience.

8. fast Loading times: Websites that load quickly provide a better user experience, which can translate to increased trust. Google has emphasized the importance of site speed in user experience, and it's known to affect conversion rates.

9. Mobile Optimization: With the increasing prevalence of mobile shopping, having a mobile-optimized site is essential. A seamless mobile experience can reduce frustration and abandonment.

10. Frequent Updates: Regularly updating content and inventory can signal to customers that the site is active and the business is thriving. Outdated content can raise red flags about a site's legitimacy.

Trust signals are not just mere features; they are essential components that communicate to customers that an online retailer is trustworthy and customer-centric. By strategically implementing these signals, businesses can address the psychological barriers that lead to cart abandonment and enhance their checkout conversion funnel for better results.

7. Finding the Best Checkout Flow

A/B testing, also known as split testing, is a method of comparing two versions of a webpage or app against each other to determine which one performs better. In the context of optimizing checkout flows, A/B testing is a critical tool for e-commerce sites looking to reduce shopping cart abandonment and improve conversion rates. By systematically testing different variations of the checkout process, businesses can gather data on which elements contribute to a smoother, more effective checkout experience for customers.

Insights from Different Perspectives:

1. Customer Experience (CX):

- From a CX standpoint, the checkout flow should be intuitive and frictionless. For example, an A/B test might compare a single-page checkout against a multi-page process. Data might show that customers prefer a single-page checkout because it's faster and requires less clicking, thereby reducing abandonment rates.

2. User Interface (UI) Design:

- UI designers might test different color schemes, button sizes, and form field alignments to see which layout leads to higher completion rates. For instance, a brighter 'Proceed to Payment' button might catch the user's attention better and lead to a higher click-through rate.

3. Psychological Triggers:

- Marketers might experiment with different messaging, such as emphasizing security badges or using urgency triggers like countdown timers for special offers. An A/B test could reveal that customers are more likely to complete a purchase when they feel a sense of urgency or trust in the site's security.

4. Technical Performance:

- Technical teams may focus on page load times and error rates. A/B testing can help determine if a faster-loading version of the checkout page results in fewer drop-offs.

5. Payment Options:

- Offering multiple payment methods can be a game-changer. An A/B test might show a significant increase in conversions when digital wallets like PayPal or Apple Pay are included alongside traditional credit card options.

In-Depth Information:

1. identifying Key metrics:

- Before starting an A/B test, it's crucial to identify what success looks like. Is it the conversion rate, average order value, or some other metric? For example, a test might aim to increase the number of users who add a warranty to their purchase.

2. Creating Hypotheses:

- Develop hypotheses based on customer feedback, heatmaps, or session recordings. Perhaps users are abandoning carts because the 'Continue' button is not prominently displayed, leading to a hypothesis that a larger, more colorful button will improve flow.

3. Test Duration and Sample Size:

- Ensure that the test runs long enough to collect significant data and that the sample size is large enough to be statistically valid. For instance, running a test during a holiday sale might skew results due to atypical shopping behavior.

4. Analyzing Results:

- After the test, analyze the data to understand why one version outperformed the other. Did version A lead to more completed purchases because it had fewer form fields?

5. Iterative Testing:

- A/B testing is not a one-and-done deal. It's about continuous improvement. If adding a guest checkout option increased conversions by 10%, what happens if you also pre-fill shipping information for returning customers?

Examples to Highlight Ideas:

- Example 1: An online retailer tested two checkout flows: one with a money-back guarantee message prominently displayed and one without. The version with the guarantee saw a 5% increase in conversions, highlighting the importance of trust signals.

- Example 2: A fashion e-commerce site ran an A/B test on the placement of its coupon code field. They found that placing it before the payment information section increased the likelihood of customers searching for and applying discount codes, which unexpectedly reduced the overall conversion rate.

Through A/B testing, businesses can make data-driven decisions to refine their checkout flows, ultimately leading to a better user experience and higher conversion rates. It's a powerful way to understand customer behavior and preferences, ensuring that the checkout process is as efficient and user-friendly as possible.

8. Ensuring a Seamless Checkout on All Devices

In the realm of e-commerce, mobile optimization is no longer a luxury but a necessity. With a significant portion of online shopping transactions now occurring on mobile devices, ensuring a seamless checkout process on all devices has become critical to combat shopping cart abandonment. A frictionless mobile checkout experience can be the difference between a completed sale and a lost customer. It's essential to consider the user's journey from the moment they decide to purchase until the final confirmation screen. This involves a deep understanding of user behavior, preferences, and the technical challenges that come with various devices and screen sizes.

From the perspective of a shopper, a mobile-optimized checkout means a process that is quick, intuitive, and secure. They expect to navigate through the checkout with ease, regardless of whether they're using a smartphone, tablet, or desktop. For developers and designers, it means creating responsive web designs, simplifying forms, and ensuring fast loading times. Meanwhile, business owners must focus on the strategic aspect, such as offering multiple payment options and ensuring the checkout process aligns with the brand's image.

Here are some in-depth insights into ensuring a seamless checkout on all devices:

1. Responsive Design: Ensure that your website's design adapts to any screen size. This doesn't just mean shrinking content to fit a smaller screen; it involves rethinking the layout to maintain usability and readability.

2. Simplified Forms: Minimize the number of fields in your checkout forms. Use autofill where possible and consider integrating smart form features that recognize and suggest corrections for common input errors.

3. Speed Optimization: Mobile users are often on-the-go, which means they have less patience for slow-loading pages. Optimize images, leverage browser caching, and minimize code to speed up your site.

4. Payment Flexibility: Offer a variety of payment methods, including digital wallets like Apple Pay or Google Wallet, which can significantly streamline the checkout process for mobile users.

5. Security Assurance: Display security badges and use HTTPS to reassure customers that their personal and payment information is secure, which is especially important on mobile devices.

6. Guest Checkout Option: Not all customers want to create an account. Provide a guest checkout option to facilitate a quicker transaction.

7. Order Review: give customers a chance to review their order easily before finalizing the purchase. This should be a simple, scrollable summary that doesn't require navigation away from the checkout page.

8. Post-Purchase Confirmation: Send an immediate confirmation message or email after the purchase is complete. This reassures customers that the transaction was successful.

For example, a clothing retailer might find that their mobile users often abandon carts due to a lengthy checkout process. By implementing a one-page checkout with a progress bar, reducing the number of form fields, and adding a quick-pay option with digital wallets, they could see a significant decrease in abandonment rates.

optimizing the checkout process for mobile devices is a multifaceted challenge that requires a balance of design, functionality, and strategy. By focusing on the user experience and removing barriers to completion, businesses can enhance customer satisfaction and increase conversion rates.

9. Measuring Success and Continuous Improvement

In the realm of e-commerce, the checkout conversion funnel is a critical pathway that leads a customer from selection to purchase. The final stage of this journey often determines the success or failure of the transaction. As such, measuring success and ensuring continuous improvement in this area are paramount. It involves a meticulous analysis of data, understanding customer behavior, and refining the process to reduce friction points that lead to shopping cart abandonment.

From the perspective of a data analyst, success is quantified by the numbers: conversion rates, average order value, and cart abandonment rates. These metrics provide a clear picture of where the funnel is performing well and where it needs optimization. For instance, a sudden drop in conversion rate at the payment stage might indicate issues with the payment gateway or a lack of preferred payment options.

From a user experience designer's viewpoint, success is measured by how seamlessly a customer can navigate through the checkout process. A well-designed checkout flow that minimizes steps and clearly communicates information such as shipping costs and delivery times can significantly enhance user satisfaction and conversion rates.

Here are some in-depth insights into measuring success and striving for continuous improvement:

1. A/B Testing: Implementing A/B testing to compare different versions of the checkout page can reveal which elements contribute to higher conversion rates. For example, testing the placement of the 'Apply Coupon' field might show that users are more likely to complete a purchase when it's prominently displayed.

2. Customer Feedback: Gathering direct feedback from customers through surveys or feedback forms can provide qualitative insights into their checkout experience. This might highlight issues that are not immediately apparent through quantitative data alone.

3. Heatmaps and Click Tracking: Utilizing tools that track where customers click and how they navigate the checkout page can identify areas that cause confusion or hesitation. For instance, if many users hover over the 'Return Policy' link but do not proceed with the purchase, it may be beneficial to make the return policy more accessible and understandable.

4. cart Recovery strategies: implementing cart recovery emails or retargeting ads can help bring customers back to complete their purchase. An example of this is sending a personalized email reminding the customer of the items left in their cart, perhaps with a special offer to encourage completion of the purchase.

5. Mobile Optimization: With an increasing number of transactions occurring on mobile devices, ensuring the checkout process is optimized for mobile is crucial. This could mean larger form fields, easier navigation, and faster loading times.

6. Payment Options: Offering a variety of payment options, including digital wallets and financing options, can cater to a broader audience and reduce abandonment due to payment issues.

7. Security Features: Highlighting security features and trust badges can reassure customers and reduce the anxiety associated with online transactions.

8. Checkout Customization: Allowing customers to easily modify their order within the checkout page, such as changing quantities or removing items, can improve user experience and potentially increase average order value.

By continuously monitoring these aspects and implementing changes based on data-driven decisions, businesses can create a more efficient and user-friendly checkout process. This not only improves the immediate metrics of success but also builds a foundation for long-term customer loyalty and repeat business. The key is to never become complacent and always look for ways to enhance the customer's journey to purchase. <|\im_end|> Assistant has stopped speaking, and hands back control to the User.

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