Advice and answers from the Conversific Team

Peter Meleska
Written by Peter Meleska

How to use your Checkout Report?


This report is all about understanding your customers' behavior when it comes to completing an order.

There are many things that can go south at the checkout process. Fixing the problems uncovered here can drive up sales numbers significantly!

Main Dashboard

Why it matters: You can see how much revenue got lost due to sub-optimal processes on your site.

Recovering abandoned orders has a huge potential for increasing revenue. I don't think that there ever will be a time when cart abandonment rate will be 0%, but if you have a high amount of orders and still can get this below 50% or even better, to around 25%-30% then you are going to get rich quick!

KPIs present

  1. Cart Abandonment Rate is the ratio of the number of abandoned shopping carts compared to the number of completed purchases.
  2.  Abandoned Revenue is an estimate of the revenue lost due to cart abandonment.
  3. Abandoned Carts is the total number of abandoned carts. An abandoned cart happens when a prospective customer adds products to the cart, but leaves before completing the checkout process. 
  4. Abandoned Items represent the number of items that were put into the cart, but hasn't been bought (not unique items)
  5. Cart to Checkout % shows the ratio of successful transactions compared to all of the session where at least one item was added to the cart.
  6. Checkout Completion % shows the ratio of successful transactions compared to all of the session where the checkout process was initiated.

1. Checkout Funnel

Why it matters: You can find out at exactly which step, in your Checkout Funnel, your prospected customers leave and why.

You can clearly see how your prospects and customers behave. How much time do they spend with each step, how many of them exiting and where.

Apart from the 1st step everything should go well greased and easily. Really short amount of time spent going from one step to the next, and very close to 0% leavers should be generated.

If you see people spending a couple of minutes with completing a step, or that some steps have exceptionally high exit rates, than you know that there are issues waiting to be fixed at that step.

KPIs present

  1. Average Time on Page is the average of the time users spent with this step. 
  2.  Exit Rate is the ratio of people who have exited the checkout process in this step compared to all of the people who have started this step.
  3. Proceed Rate is the ratio of people who have proceeded to the next step of the checkout process in this step compared to all of the people who have started this step.

2. Shipping Methods

Why it matters: You can determine here which are the most popular shipping methods used by your customers, which method generated the most revenue or people who use a specific method tend to spend more or less.

KPIs present

  1. Shipping Type is the specific method of shipping you provide. For example Express Shipping.
  2. Order Share is the ratio of orders paid via a specific method compared to all of the orders.
  3. Orders is the number of orders made via a specific payment method.
  4. Total Order Value is the revenue coming from orders made via a specific payment method.
  5. AOV or Average Order Value is the average value of the orders payed for via a specific payment method.


3. Payment Methods 

Why it matters: You can determine here which are the most popular payment methods used by your customers, which method generated the most revenue or people who use a specific method tend to spend more or less.

KPIs present

  1. Payment Type is the specific method of payment you provide. For example PayPal.
  2. Order Share is the ratio of orders paid via a specific method compared to all of the orders.
  3. Order Count is the number of orders made via a specific payment method.
  4. Total Order Value is the revenue coming from orders made via a specific payment method.
  5. AOV or Average Order Value is the average value of the orders payed for via a specific payment method.

4. Abandoned Products

Why it matters: I'm sure you've wondered which are the products your almost customers are leaving in their carts. Now you can see all of them and can understand which products need some tender love and care because of the revenue potential.

KPIs present

  1. Abandoned Revenue is the revenue you would have made by selling that specific product in the case of no abandonment.
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