Features used: Segments, Goals, Mappings, Page Comparator, Zoning Analysis
Time: 20 min
Setup
Mappings
- Ensure all cart URLs are grouped into a cart page on your selected mapping.
- It’s best practice to split your checkout into respective steps. Most high-level mappings set up by the CS team will already have this in place.
Goals
Create ‘view’ goals for key pages used in your analysis (this is needed when setting up your segments later):
- Viewed Cart
- Viewed First step of the checkout
Want to analyze cross-sell interaction?
For advanced analysis such as engagement with the cross/upsell product recommendations you need to set up a ‘click’ goal, e.g:
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Segments
Create the following segments:
- Users who viewed the cart page (using 'viewed cart' goal)
- Users who reached checkout (using 'viewed first step of checkout' goal)
- Users who didn't reach the checkout (using 'viewed first step of checkout' goal)
You'll also be using
- Sessions with transaction
- Sessions without transaction
Zoning Analysis
- Create a zoning (or use an existing one) of your cart page
Defining the Objectives of the page
Start by defining the business and user objectives of the page.
What can business and user objectives be?
Business objectives can be:
From the user's perspective, key goals of the cart page can include:
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Step-by-step
Page comparator
Use the segment ‘Users who viewed the cart’ and look at the following:
Views per session: How many times are visitors viewing their cart during their session?
- Are they returning to it multiple times (perhaps to use as a wishlist), or are they only viewing it once (prior to checkout)?
Scroll rate: How much of the cart page are visitors seeing?
- This would ideally be close to 100%. Otherwise, could they be missing key content further down the page, such as cross-sell product recommendations, key USP delivery information, or the checkout CTA to proceed to the next step in the checkout funnel
Time spent: Are visitors spending lots of time in the cart?
- This could indicate that they are editing, reviewing their cart, or looking for information.
- Or are they quickly continuing to the checkout?
Activity rate: Is there a high activity rate in the cart?
- Again, this could indicate visitors are editing the cart a lot and looking for information.
Exit: Is the cart a page the user is likely to abandon the site from?
- If there is a high exit rate you want to compare visitors exiting vs who didn't exit to identify the behaviors driving exit.
Bounce rate: Is there a high bounce rate?
- If there is a high bounce rate, you want to compare users bouncing vs those who didn't bounce to identify the behaviors driving leaving the site to optimize email abandonment campaigns.
Load time: Is the cart page taking a long or short time to load?
- If there's long Load time, users could find the experience of trying to use the cart frustrating.
Drill down further
- How do the metrics vary?
- Are there signs of frustration among users who didn't make a purchase?
Zoning Analysis
Open your cart page zoning and turn on the comparison mode. Compare the segments 'Reached Checkout' and 'Didn't reach Checkout'. Consider the following:
Click rate (Pageview level)
Are users who didn't reach checkout interacting with different elements of your cart compared to users who did reach checkout? Are there any non-clickable areas that they have a high interaction rate with?
- If you have any expanding sections or tabs - are the two segments interacting with these differently?
- Are users who didn't reach check out adding, removing, or editing products more than users who reached checkout? This could indicate that they use the cart as a wishlist.
Click recurrence
A high click recurrence can highlight user frustration with elements that either only require one click or are non-interactive. Are users who didn't reach checkout clicking on certain elements more often compared to users who did reach checkout?
Example
- A high click recurrence (values over 1) on the validate/apply button of a discount or a promo code input field can allude to issues with the format of their code.
- Is there a high click recurrence on the checkout CTA? You would only expect a visitor to click on this once- more than once indicates there's an error preventing the visitor’s navigation to the next step.
Exposure rate
It's preferable if the Exposure rate on the cart page is 100%- if it's lower, it indicates that users are missing content hosted further down on the page.
- Are users who didn't reach checkout exposed to the elements that motivated users who did reach checkout? This could include the CTA, USPs, promotion/discount fields, and cross/upsell product recommendations.
- Are users who didn't reach checkout seeing more of the page than users who did reach checkout? This could indicate they are distracted from continuing to the checkout funnel - is there unnecessary information on the cart page?
How do I find which elements motivated users to progress to checkout?
Use the segment 'Users who reached checkout', and the following metrics:
- Click rate, Attractiveness rate, Conversion rate per Click / Hover
Take note of the content with high rates- are users who didn't reach the checkout being exposed to this content?
Time before first click
What elements do the two segments interact with first? Does their interaction pattern differ from each other?
For example
- Are users who didn't reach the checkout quick to interact with the edit/remove products in the cart, showing they use the cart as a wishlist?
- Are users who did reach the checkout interacting with the cost/discount summary of the cart first?
Make the elements users who did reach checkout are interacting with more noticeable to attract more users to continue to the checkout too.
Take Action
Exposure
Elements that users who did reach the checkout page have interacted with should be given high exposure, to ensure that the maximum amount of users are exposed to them.
- By giving these elements more exposure, you increase the chance of users who didn't reach the cart page seeing them as well.
Frustration
If you've noticed signs of frustration, look over the following:
- High interaction with the edit cart button: ensure that users can easily edit the item in their cart directly from the cart page, to prevent users looping back and forth to the product pages.
- High Load time: A high Load time could be causing users frustration, and be a reason for early exits. If you have a high Load time, it's recommended to analyze how this could be lowered.
- High Click recurrence: A high Click recurrence can be both negative or positive depending on the context. If it's on your cross-sell carousel, it indicates that users are looking through your cross-sell. However, if it's on a CTA or promo code field, it indicates frustration and should be analyzed further.
In-page behavior
If the in-page behavior differs between the two segments, you can analyze these further using modules such as Journey Analysis and Session Replay:
- Journey Analysis: Are users who didn't reach the cart page looping back and forth between product pages, or reaching a checkout step before reaching the cart page?
- Session Replay: In what order are the different segments interacting with the cart page elements? Does the segment who didn't reach checkout seem to struggle to find the information they are looking for, or be experiencing frustration?
Monitoring the Cart page
To detect and react to anomalies within the cart faster, consider setting up alerts on key KPIs and interactions with elements on the cart page such as:
- Click recurrence on, for example, the "proceed to checkout" CTA or the "Apply discount/voucher code" - to identify if there is an issue that impacts the journey.
- Click rate on discount/voucher code input field; cross-sell/upsell product recommendations - to see if more visitors are interacting with this functionality.
- Load time of the cart page to see if the load time has increased over time which can cause customer frustration
Go Further
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