How to Measure Your Cart Abandonment Rate
There are an endless supply of tools available to help you measure how customers move through each page of your checkout funnel and can visualize where the dropoff occurs. A common approach is to use a free tool like Google Analytics in combination with another specialized analytics provider like Rejoiner, KISSMetrics, or Mixpanel. Most solutions are intended for aggregated reporting on how all customers are moving through the funnel, but an important feature is the ability to make the distinction between an identifiable customer and an anonymous one. We’ll cover more ways to identify a higher percentage of site visitors shortly.
If you’re just getting started, setting up a conversion funnel in Google Analytics is a simple task that you can use to establish a baseline cart abandonment rate. Not only does it empower you to understand how and when people drop out during your conversion process, it also allows you to measure your cart abandonment rate over time.
There are two central ideas when it comes to setting up these reports for your site:
A goal and a funnel.
SOME GOAL EXAMPLES ARE:
- - Example: Confirmation page
Duration (on site/page)
- - Example: On website for 5 minutes
Number of Pages/Screens Visited
- - Example: User visited 5 pages
- - Example: Clicked Buy Now Button
A funnel represents the path that a customer takes to reach your goal. For the purposes of measuring cart abandonment, we’re going to use a URL destination as our goal. Typically, that destination is your thank you page or order confirmation page after a user completes an order.
To get started building funnels on your site, we put together a short video to walk you through the process. We hope it’s helpful! If video isn’t your thing, read on for written instructions as well.
HOW TO SET UP A SHOPPING CART FUNNEL IN GOOGLE ANALYTICS:
For the sake of this example, we’re going to use a multi-step checkout as our path to a completed order.
Sign into your Google Analytics account and click Admin in the upper right-hand corner.
Choose the profile that you’ll be setting up the funnel for and click on Goals
To set up a new goal, click Goals, then click the + New Goal button.
Create a Custom template, and click Continue.
Next, you’ll set up your Goal Description and the Type of goal you’d like to track. Name your goal Completed Order and choose Destination for cart abandonment and select Continue.
Now enter the URL of the last page in your sales funnel – where you want your customers to end up - inside the Destination Equals to field. Think Confirmation page.
IMPORTANT: You will need to select Destination Begins With for your URL if your website dynamically injects a number at the end of your confirmation page.
Next, set the Funnel Option to On. Do a test checkout as your customer would, noting each step in the process. Add in the additional steps as the funnel leading up to your confirmation page. Leave the Required option Off your first URL*.
- Cart page (example: yoursite.com/checkout/cart/)
IMPORTANT: Note that setting your first URL to be required means that customers will only be able to enter the sales funnel listed in step one.
- Checkout page (example: yoursite.com/checkout/onepage/)
Save your new goal.
The data for your funnel report will begin aggregating over the next 24 hours.
You can view your funnel report by clicking Conversions in the left hand sidebar of Google Analytics, then Goals > Funnel Visualization
The end result will look something like: