{"id":1902,"date":"2011-01-27T23:27:00","date_gmt":"2011-01-27T23:27:00","guid":{"rendered":"http:\/\/productcart-com.web7.netsourceinc.com\/blog\/index.php\/2011\/01\/27\/using-google-analytics-to-track-shopping-cart-abandonment\/"},"modified":"2011-01-27T23:27:00","modified_gmt":"2011-01-27T23:27:00","slug":"using-google-analytics-to-track-shopping-cart-abandonment","status":"publish","type":"post","link":"https:\/\/blog.productcart.com\/index.php\/2011\/01\/27\/using-google-analytics-to-track-shopping-cart-abandonment\/","title":{"rendered":"Using Google Analytics to track shopping cart abandonment"},"content":{"rendered":"<p>Sometimes customers contact us alarmed about <i>Incomplete Orders<\/i> that they find in the &#8220;Orders&#8221; section of their ProductCart Control Panel. Being the really cool e-commerce system that it is, ProductCart contains a section that allows you to see orders that were never completed (and <i>restore <\/i>them, if you need to).<\/p>\n<p>The problem is&#8230; it hurts to see sales that you could have had, but didn&#8217;t happen. Why would anyone trick you into believing they&#8217;re going to buy, and then not do so? How mean is that? Welcome to the mysterious world of <b><i>shopping cart abandonment<\/i><\/b>!<\/p>\n<p>Jokes apart, there are really only two scenarios in which customers abandon a shopping cart:<\/p>\n<ol>\n<li>They decide not to buy (or not to buy at that specific time)<\/li>\n<li>There is a technical issue and they can&#8217;t buy<\/li>\n<\/ol>\n<p>Here we are focusing on (1). Why did they decide not to buy? There are many reasons (and a lot has been written about shopping cart abandonment: <a href=\"http:\/\/wiki.earlyimpact.com\/widgets\/integrations\/googleanalytics\/ga_goals#other_resources\">see these links to start<\/a>). For example:<\/p>\n<ul>\n<li>they got to the payment page, but couldn&#8217;t find their wallet (<i>it&#8217;s happened to me more than once<\/i>)<\/li>\n<li>they decided that&#8230; well, maybe they should wait on the 6th pair of boots (<i>ask your wife<\/i>)<\/li>\n<li>those nasty shipping charges scared them away (<i>I want &#8220;next day air&#8221; and it should cost $5!<\/i>)<\/li>\n<li>they really, really wanted to pay &#8220;cash on delivery&#8221;, but you don&#8217;t offer that payment option (<i>do people still pay &#8220;cash on delivery&#8221;?<\/i>)<\/li>\n<\/ul>\n<p>One way to try to find out what&#8217;s happening on your store during checkout is by setting up an<b> &#8220;Order Completed&#8221; goal<\/b> in your Google Analytics account, and then tell Google Analytics which steps customers take in your checkout process to get to that goal.<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"http:\/\/blog.productcart.com\/wp-content\/uploads\/2013\/05\/pcGA_goalFunnel.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-147\" title=\"Goal Funnel\" alt=\"Goal Funnel\" src=\"http:\/\/blog.productcart.com\/wp-content\/uploads\/2013\/05\/pcGA_goalFunnel.png\" width=\"517\" height=\"198\" \/><\/a><\/div>\n<p>This can help you find out, for example, whether customers have a high tendency to drop-off on the shipping selection page, and consequently try to take steps to correct the issue (e.g. provide a free shipping option). See: <a href=\"http:\/\/wiki.earlyimpact.com\/widgets\/integrations\/googleanalytics\/ga_goals\">using Google Analytics to track shopping cart abandonment<\/a> for details on how to setup this goal and funnel for your ProductCart-powered store.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sometimes customers contact us alarmed about Incomplete Orders that they find in the &#8220;Orders&#8221; section of their ProductCart Control Panel. Being the really cool e-commerce system that it is, ProductCart contains a section that allows you to see orders that were never completed (and restore them, if you need to). The problem is&#8230; it hurts [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-1902","post","type-post","status-publish","format-standard","hentry","category-online-payments"],"_links":{"self":[{"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/posts\/1902","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/comments?post=1902"}],"version-history":[{"count":0,"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/posts\/1902\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/media?parent=1902"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/categories?post=1902"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.productcart.com\/index.php\/wp-json\/wp\/v2\/tags?post=1902"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}