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 amount 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 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 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

 

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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 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 which helps organisations overcome the challenges of data acquisition and application.

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