Understanding your checkout page conversion rate is vital to the success of your E-commerce website. Many users do not continue to proceed to purchase the product(s) at the checkout stage and therefore do not complete a transaction for a number of reasons. Analysing conversion rate and performance of the checkout stage allows you to implement methods to prevent checkout abandonment and ultimately increase the conversion rates and sales through the website.
How to Analyse checkout performance.
Setting up Google analytics and Enhanced Ecommerce is vital to fully analysing the checkout performance and conversion rate. With the use of Enhanced Ecommerce, you can understand your checkout conversion rate using one of the steps in the shopping behaviour flow.
If you have Google analytics set up but not Enhanced Ecommerce, you can still calculate the checkout conversion rate using the following calculation:
(Transactions / unique visits to the checkout page)
This will give you the conversion rate of the checkout page.
You can also understand the full user activity and performance of the checkout page using steps in the checkout performance report. This really allows you understand drop off points on the checkout page to understand where improvements can be made.
Need help setting up Google analytics and Enhanced Ecommerce? Contact us today. Hello@visionsharp.co.uk or 0161 697 3096
Once you have the above set up you can really delve into your user behaviour of the checkout page and other steps. Understanding this behaviour allows you to plug gaps, improve user interface, user experience and finally conversion rates, which in turn, results in extra sales.
Key factors to improving checkout conversion rates
If you are interested in how to increase your checkout page conversion rate, stand by as we are launching a new article shortly. If you want to hear more now, contact us and we are happy to have a chat. Hello@visionsharp.co.uk or 0161 697 3097.