Analyse Abandoned Checkouts by Cart Value

Conversion > Abandoned Checkout > Cart Value

Summary

This report helps you analyze customer abandonment behavior during the checkout process, broken down by cart value bins. It highlights where potential sales were lost and the impact of shipping costs on abandonment, as well as the likelihood of conversion after abandonment.

Questions the report answers

• How many checkouts are abandoned based on cart value?
• How does shipping impact the checkout abandonment across different cart value bins?
• What percentage of abandoned checkouts were converted on the same day?

How to read the report

Abandoned Checkouts by Shipping

The donut chart shows the split between abandoned carts with and without shipping charges. This can provide an initial understanding of whether shipping costs may be a significant factor in checkout abandonment. If a large percentage of abandoned carts have shipping fees, it might indicate that these charges are creating friction for customers during checkout.

Abandoned Checkouts & % Has Shipping Split by Cart Value

The line and bar chart on the right show how abandoned checkouts vary across different cart value bins, represented by bars. Additionally, the line represents the percentage of abandoned carts that included shipping for each value bin. This chart helps you determine whether cart value and shipping costs are influencing customer behavior.

• A spike in abandoned checkouts with shipping fees for lower cart-value bins may suggest that customers perceive shipping costs as disproportionate to the overall cart value.
• A decrease in abandonment at higher-value bins could indicate that customers are more willing to accept shipping charges when they have a larger purchase.

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 or high abandonment rates, 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.