How to use Checkout Behavior Analysis Report in Google Analytics

According to Statistia, the average online shopping cart abandonment rate is 74.1%. 

That means for every 100 potential clients, 74 of them may abandon your shopping cart today. 

Now calculate how much money you are losing each day in terms of lost potential sales. This abandonment can be minimized if you direct your efforts towards optimizing your checkout process.

Through the ‘Checkout Behavior Analysis’ report, you can determine how users moved from one step of your checkout funnel to the next, and at which step they entered or exited the checkout funnel.

Use this report to determine the biggest drop-offs from one step of the checkout funnel to the next. These drop-offs can help to explain which part of the checkout funnel needs urgent attention.

Note: You will be able to use the ‘checkout behavior analysis’ report in Google Analytics only when you have set up enhanced ecommerce tracking on your website.

Step-1: Navigate to the ‘Checkout Behavior Analysis’ report:

Step-2: Make sure the date range of the report is set to the last three months.

From the checkout behavior analysis report above, we can conclude that only 19.33% of users moved from the checkout details page to the checkout review page. The remaining 80.26% of users dropped off the checkout funnel.

If we could increase the number of users that move from the checkout details page to the checkout review page, we could increase the probability of generating more sales on the website.

Now the problem is, we don’t know exactly which users proceeded to the checkout review page from the checkout details page and which didn’t. 

We don’t know how the users arrived on the website and why they abandoned the checkout. We have got a lot of questions to ask:

  • Were they the users from organic search?
  • Were they the users from paid search?
  • Were they the users from social media?
  • Did they use desktop, tablet or mobile device to visit the website?
  • Why did they visit the website?
  • Why did they abandon the checkout?

Without segmenting the checkout funnel, you won’t be able to understand the reason for the drop off from one checkout step to the next and how that drop off can be reduced or eliminated. 

You can segment the checkout funnel by using the custom segment feature and/or the filtered views of Google Analytics:

Segment your checkout funnel by using the following custom segments:

  1. Organic search traffic
  2. Tablet and desktop traffic
  3. Paid search traffic
  4. Social media traffic
  5. Direct traffic
  6. Site search traffic
  7. Referral traffic
  8. Email traffic
  9. Mobile traffic
  10. Products
  11. Product categories

Following is an example of a checkout funnel segmented by ‘Organic Search Traffic’:

You can also determine the reason for drop-offs from one checkout step to the next through voice of customers analysis tools like:

  • Heat map analysis
  • Session recordings
  • Usability testing
  • Online and offline surveys
  • A/B testing
  • Online and offline market research etc.

The following could be the technical reasons for drop-offs from one checkout step to the next:

  • Website errors (especially slow loading pages)
  • Data collection issues
  • Data integration issues
  • Cross-browser compatibility issues
  • Cross-device compatibility issues

Get the E-book (52 Pages)

Get the E-Book (37 Pages)

 

   

EXCLUSIVE FREE TRAINING REVEALS....

"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."


(even if you are completely new to analytics)


Here’s what we’re going to cover…

#1 Why digital analytics is the key to online business success.

​#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.

#4 ​Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

​#5 The number 1 reason why conversion optimization is not working for your business.

​#6 How to advertise on any marketing platform for FREE with an unlimited budget.

​#7 How to learn and master digital analytics and conversion optimization in record time.

 
   

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!