What Sort Of Checkout Rates Are You Experiencing?

[amigaman]

This has been posted in a 'Look at my site' thread but I'm fearful that's been a bit overlooked in a thread started two years ago so I'm reposting it here.

 

Looking at Google Analytics I can see that through Goal Funnelling I have, this month, lost approximately 85% of buyers who begin the checkout process but don't finish it. 45% abandon on the first page of checkout whilst 66% who reach 'Order Confirmation' are abandoning at that late stage.

 

This seems like a staggeringly high figure.

 

Is this normal for a OsCommerce or do you think there is something wrong with my site to cause this? Maybe some other users with shops could post there approximate figures as it would be handy to have an expected average in order to gain what is 'normal'.

 

I feel that this would useful for all of us to know.

[Guest]

Looking at Google Analytics I can see that through Goal Funnelling I have, this month, lost approximately 85% of buyers who begin the checkout process but don't finish it. 45% abandon on the first page of checkout whilst 66% who reach 'Order Confirmation' are abandoning at that late stage.

 

This seems like a staggeringly high figure.

I see, how do you know these figures are accurate or even trustworthy? These are jscripts running on the client side so they can be manipulated or not executed at all.

 

You need to have server side scripts to monitor these transitions and to get fair figures.

[amigaman]

I see, how do you know these figures are accurate or even trustworthy? These are jscripts running on the client side so they can be manipulated or not executed at all.

 

You need to have server side scripts to monitor these transitions and to get fair figures.

 

I see. Well the actual end figure of those who have completed sales correspond but I see your point. Could you suggest a specific more accurate solution?

[Guest]

I see. Well the actual end figure of those who have completed sales correspond but I see your point. Could you suggest a specific more accurate solution?

Yes, but you will need to combine contributions together and customize your store for this. There are few contributions in the "reports" section where you could extract their various features. Then you have some other scripts, like supertracker, that includes a method of monitoring your visitors to a certain extend.

 

So a better solution would be to hook some code in application_top.php which will monitor page transitions. For example from "shopping_cart.php" to "checkout_shipping.php" Such transitions can trigger a database insert (storing the info) and it will be accurate. You do need to create the appropriate scripts on the admin end so you will be able to define such transitions. And for the reports the contributions can help in terms of extracting features from them for this purpose.

 

It's not extremely difficult.

[amigaman]

Yes, but you will need to combine contributions together and customize your store for this. There are few contributions in the "reports" section where you could extract their various features. Then you have some other scripts, like supertracker, that includes a method of monitoring your visitors to a certain extend.

 

So a better solution would be to hook some code in application_top.php which will monitor page transitions. For example from "shopping_cart.php" to "checkout_shipping.php" Such transitions can trigger a database insert (storing the info) and it will be accurate. You do need to create the appropriate scripts on the admin end so you will be able to define such transitions. And for the reports the contributions can help in terms of extracting features from them for this purpose.

 

It's not extremely difficult.

 

 

Thanks again for the comments. I have several statistical contributions added; Sales Report (1&2), Recover Cart Sale, Unsold Carts, Who's Online etc. etc. However none of these really provide an answer to my problem.

 

I appreciate that creating scripts is "not extremely difficult" for an experienced user but I am not a programmer and cannot do it myself. I certainly haven't found a contribution that offers the kind of Goal Tunnelled statistics that Google Analytics does.

[Guest]

Thanks again for the comments. I have several statistical contributions added; Sales Report (1&2), Recover Cart Sale, Unsold Carts, Who's Online etc. etc. However none of these really provide an answer to my problem.

 

I appreciate that creating scripts is "not extremely difficult" for an experienced user but I am not a programmer and cannot do it myself. I certainly haven't found a contribution that offers the kind of Goal Tunnelled statistics that Google Analytics does.

You almost never find something ready and exactly tailored to your needs. From my experience contributions need modifications one way or another for a store. And it takes time regardless of programming/coding skills to learn each module.

 

And just because someone does programming doesn't mean he knows more about osCommerce than you do or he's more effective. Just one idea how to market a store can make a huge difference for the final results.

 

I commented in this thread as I've seen in many cases merchants rely heavily through these jscript driven statistics to adjust their marketing strategy. So now you know some of their weaknesses.

[amigaman]

Thanks.

[amigaman]

It would still be handy to have an average figure.

[mpiscopo]

Also need to keep in mind that the more traffic you have the more statistically meaningful the numbers. If you have a low number of people then just a few can change your statistics dramatically. If you feel that you are loosing people at the Checkout Confirmation page, then you're right to be concerned and should address it.

 

I don't have statistics at the level you're looking for. But it may help if you tell us what your conversion rate is compared to overall visitors. If you're in the 2 to 4% range, then you are with the majority. If you're less then you should look for problems. What is the link to your site? I would like to look at the checkout process you have.

[amigaman]

What is the link to your site? I would like to look at the checkout process you have.

 

Thanks, I've sent you a PM with details.

[Guest]

I see, how do you know these figures are accurate or even trustworthy? These are jscripts running on the client side so they can be manipulated or not executed at all.

 

You need to have server side scripts to monitor these transitions and to get fair figures.

 

 

Personally I find Google analytics abandonment funnel to be very good, the checkout pages are on secure pages so are not crawled by search engines, from my google analytics stats I can see that about 2% of users dont have java enabled.

 

On one site I see of the people vising shopping_cart.php there is a 30% abandonment likly reason being they are using the shopping cart to compare or total products. I know of a couple of ways to improve conversions when the budget is available.

 

Of customers who continue past Shopping cart there is a 98% conversion, this is the proof in the pudding that we dont have a problem with the checkout process which is great because the year before I convinced the client of the benefit to install the combine checkout pages contribution.

 

For another Client (non osC shop) I have seen a much higher abandonment rate 69%+ and using their other internal stats can see more granularity on which products that where added to the basket where then abandoned, for some products 90%+ for these I am sure there is a problem, we are currently looking at reviewing pricing, lower it for a week and see what happens for example.

 

you will find this report from marketting sherpa useful:

http://www.marketingsherpa.com/sample.cfm?ident=29685

 

Although marketting sherpa says about 60% can be normal, I would think it would be much better to optimise shops so that you are at the end of the spectrum that is pulling the average down rather than up.

 

Be good to see other peoples insights on this.

Ally

[amigaman]

Be good to see other peoples insights on this.

Ally

 

A fascinating and helpful post, thanks. It would indeed be helpful to see what other users experiences are.

[fredflinstoned]

yup totaling is more than likely the cause of negative statistics.

Again however it is more than likely that many of the abandoned checkouts continue later and the sale is made anyhow.

Often I included attempt to make a purchase may go through the checkout process several times before finalizing the sale,but again durring this process I cleanout my computer of any information prior to the finbal purchase so that there wont be any multiple purchases.