GA Tracking - checkout exit rate over 75%

Tezza_RTezza_R Member
in Bugs & Feature Requests edited April 2013
When looking at our analytics tracking I can see that we have a 25% exit rate from cart to checkout, but then a 75% exit rate from checkout to recipt/paypal. I checked the orders in our back end system to see if analytics was not recording sales correctly that we were actually recievving, and the analytics numbers seem to be correct. Are there any issues with the checkout page that could be causing this drop off? It is very concerning and am very worried that we are losing between 50-75% of our potential sales.
Comments
  • sparkwebsparkweb Member, Integration Developer, FoxyShop, Order Desk
    One thought I had was to look into http://rejoiner.com/ and see if that might create some results for you.
  • I dont need to increase sales or remarket people, I need to understand why 75% of people are moving from the cart into the checkout, and only 25% of checkout people are moving on to complete the order. This is a very unusual stat, suggesting that there is a problem with the checkout page. No more sales platforms please, I require technical help.
  • fc_adamfc_adam FoxyCart Team
    @Tezza_R,

    It would certainly be great to get some extra information to see what's going on there. @brett is our resident GA expert, and he may have some suggestions for you for getting some clarity on what's happening... whether people are hitting checkout and bailing straight away, or whether they're completing part of the form before exiting.
  • brettbrett FoxyCart Team
    @Tezza_R, there are a handful of options that'd be possible here, but advanced analytics (I'm assuming Google Analytics is what you're using?) can get pretty tricky pretty quickly.

    Here's a thread you might want to follow:
    https://forum.foxycart.com/discussion/6789/checkout-abandonment-rate
    I'll share some code there in the next day or two that'll provide a start to using events to track things on the checkout.

    That said, it might be worthwhile to look at industry averages and such. For example:
    http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
    That shows for major retailers they see only 50% of visitors who add a product to the cart actually convert to a sale, and only 8% of total visitors add a product to the cart in the first place. For niche retailers it's expected to be lower than that. So I don't think your numbers necessarily indicate there's a problem, but rather that you have a solid baseline on which to experiment and try to improve.

    You could also try something like http://www.crazyegg.com/ (free trial). It'd be a quick and easy (and free for the 30 day trial) way to see what people are clicking on once they land on the checkout. (Note: I haven't used CrazyEgg in years and I haven't tested it on a FoxyCart checkout, but I think it'd be worth a shot.)

    (Also fwiw, we're working on better native / turn-key integrations with Google Analytics and Mixpanel for an upcoming FoxyCart release.)

    Does any of that help?
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