Analyse Abandoned Checkouts Trend

Conversion > Abandoned Checkout > Trend

Summary

This report shows the customer abandonment behavior during the checkout process, highlighting where potential sales were lost and helps you understand how the abandoned checkouts metric evolve over time.

Questions the report answers

• How many checkouts are abandoned, and how are they distributed between new and repeat customers?
• How do abandonment rates evolve over time?
• What is the average cart value of abandoned checkouts?
• How many abandoned checkouts end up being converted on the same day?

How to read the report

Abandoned Checkouts by Customer Type

The donut chart shows the split between New and Repeat customers who have abandoned their checkouts. This segmentation allows you to understand which group contributes more to abandonment. For instance, if a significant proportion of abandoned checkouts come from new customers, first-time visitors' friction in the checkout process could be addressed through improvements in user experience or trust-building elements.

Abandoned Checkouts Over Time

The line chart shows abandoned checkouts over the selected timeframe, enabling you to spot patterns. The light Blue line shows the trend of new customers and the Dark Blue line shows the trend of repeat customers. The table below the charts breaks down the abandoned metric over time.

• % Has Shipping indicates the percentage of abandoned carts that included shipping charges. A high percentage could suggest that shipping costs are a significant factor in abandonment, showing the importance of transparency around shipping fees.
• % Converted on Abandoned Day shows the proportion of abandoned carts that were followed by a reorder on the same day. A low percentage here might suggest that follow-up strategies, such as reminder emails or retargeting ads, could be improved to encourage customers to complete their purchases.

Color Coding

Color coding helps you quickly identify performance across different metrics:

• Green: Indicates positive performance for a specific metric. For instance, a high value for the "% Converted on Abandoned Day" shows effective follow-up actions encouraging customers to complete their purchases.
• Red: Highlights areas of concern or low performance. For example, a low value for the "% Converted on Abandoned Day" shows, suggesting where follow-up actions or checkout optimizations are needed.

Glossary

Abandoned Checkouts:

The total count of checkouts initiated but not completed by the customer.

% of Orders (Abandoned Checkouts)

The proportion of abandoned checkouts relative to the total number of completed orders that included the selected item. It is calculated by dividing the total number of abandoned checkouts by the total number of orders.

% Converted on Abandoned Day

The percentage of abandoned checkouts that were followed by a re-order within the same day. It is calculated by dividing the total count of abandoned checkouts that resulted in a same-day re-order by the total number of abandoned checkouts.

% Has Shipping (Abandoned Checkouts)

The percentage of abandoned checkouts that included shipping charges. It is calculated by dividing the total number of abandoned checkouts that included shipping Abandoned Checkouts has Shipping by the total number of abandoned checkouts Abandoned Checkouts.

Average Cart Value:

The average value of orders abandoned during the checkout process. It is calculated by dividing the total cart value of abandoned checkouts by the total number of abandoned checkouts.

Total Cart Value

The total net sales value of abandoned checkouts. It is calculated by summing the net sales amount for each unique abandoned checkout.