Guide to BigCommerce Analytics
Abandoned Cart Report | Guide to BigCommerce Analytics
Abandoned carts occur when a visitor adds an item to cart but does not complete the purchase. Monitoring this metric closely will help you minimize any lost sales from interested customers.
This number will differ since this report includes all abandoned carts, whereas the Abandoned Cart Saver can only send emails to carts associated with a logged-in customer or a guest who began checkout.
This report starts with five key metrics: abandoned revenue, abandoned carts, abandonment rate, total revenue, and orders. The percentage on the bottom rows show the percentage change for that step from the previous period.
Each of these metrics are defined as follows:
- Abandoned Revenue: Amount of additional revenue that could be realized if all abandoned carts were completed orders. Calculated as the sum of all abandoned carts.
- Abandoned Carts: Total number of carts that did not result in an order.
- Abandon Rate: Percentage of carts that did not result in an order.
- Total Revenue: Total revenue from orders that were completed.
- Orders: Total number of carts that resulted in a completed order.
Take Action with Data — Each day you should view this report to track shopping cart performance and to make sure there are no sudden drops or dramatic increases in abandonment rate. This could be an indication that something is wrong with the checkout process.
Next to each abandoned cart metric we have added its complementary metric. For example, next to the abandoned cart revenue we display the revenue realized that day. Next to abandoned carts we show the number of orders completed during the same period. And next to the abandonment rate we display your purchase rate.
In each case, we have chosen to display complementary metrics so you can monitor the ratios between these two measurements. If you see that your abandoned revenue vs. total revenue ratio is starting to get larger, this may be an indication that perhaps your marketing mix has changed and you may be receiving more unqualified traffic (if you have not made merchandising or checkout flow changes).
The Abandonment Rate graph charts abandonment rate metric over the selected period of time.
Take Action with Data — Monitor how abandonment rate is trending to help understand how making changes to your product pages or adding new products affects your revenue. The trends from these metrics can also help you predict future behavior.
This table aggregates abandoned cart data by product and includes key metrics such as visits, abandoned rate, abandoned revenue, and abandoned carts. Sort the table to identify which products are resulting in the highest abandoned rates or by any other metric of your choice.
Take Action with Data — This detailed table helps you quickly understand some very important data about your products:
- Which products generate the most abandoned cart revenue?
- Which products have the highest abandoned cart rate?
- Which products generate the least abandoned cart revenue?
- Which products have the lowest abandoned cart rate?
Having this data at your fingertips will allow you to view each product’s performance over time and do A/B testing with different product images, changes to the product description and content, and/or changing the price of the product in question.
Also if you observe that a product is getting a lot of views and has a very high abandon rate then you may want to review whether it makes sense to drive paid traffic via Google keywords to those products in question.
Similarly, if you notice that there are products that receive sufficient views but do not sell, then you may want to consider discounting those specific product colors, sizes, or variants.
Uncovering hidden opportunities for improvement.
Quite often, online store owners look at extremes: best or worst sellers, most or least viewed, most or least purchased. This is a great way to inform immediate changes to your marketing and merchandising mix. But you may be missing a lot of hidden opportunities if you don’t dig deeper.
You can also use the table to get raw data to answer the following questions:
- Which products receive the highest number of views and have high purchase rates and/or low abandon rates? (These are often some of your best products.)
- Which products are receiving no views? Why?
- Which products are receiving lots of views, but are being abandoned at a high rate?
- How can you drive purchases of these items?
- Want to learn more about BigCommerce Analytics including information on each report, supported currencies and which order status are factored in? See Using BigCommerce Analytics.
- Want to find out how to export specific Analytics reports? See Exporting Analytics Reports.
- Follow our BigCommerce Blog to learn more about industry best practices and recent trends that can help you grow your online business.
- Need advice? Connect with our Community of expert store owners and BigCommerce staff regarding this subject.