ABANDONED CART REPORTS

What are the Abandoned Cart Reports?

Abandoned shopping carts are a common frustration for e-Commerce businesses. The new Abandoned Cart Reports are designed to provide you with a view of the abandoned cart rates on your site, as help you to pinpoint some of the major causes of these abandonments.

Viewing the reports

There are five abandoned cart reports now available:

Abandoned Cart Dashboard

• This dashboard provides you with a snapshot summary of all the metrics around cart abandonments:

  • Abandoned Carts for the last month and last year on your site, broken down into three categories: abandonments which occurred within the basket phase; abandonments which occurred at the checkout phase; and those where the abandonment occurred due to payment failure.

  • Order Value Comparison between the average value of completed order and abandoned orders.

  • Abandoned Carts Per Completed Order - a view of the ratio of the number of abandoned carts to one completed order.

  • Postage Value Per Order Abandoned - a view of the abandonment rate by postal value attached to the abandoned orders on your site.

  • Abandon Rate For Invoices Per Order - a view of the abandonment rate by the number of invoices (ie: sellers) attached to abandoned orders on your site.

  • Top 10 Cart Abandons by Seller, Category, Advert and Brand.

• Abandoned Carts by Brand

  • This report provides a view of the number of abandoned carts broken down by brand. The report can be filtered by date, category and seller.

• Abandoned Carts by Advert

  • This report provides a view of the number of abandoned carts broken down to the individual advert level. The report can be filtered by date, category and brand.

• Abandoned Carts by Category

  • This report provides a view of the number of abandoned carts by category. The report can be filtered by date, brand and seller.

• Abandoned Carts by Seller

  • This report provides a view of the number of abandoned carts by seller. The report can be filtered by date, brand and category.

How should I use these report?

Whilst unfortunately you can’t always tell the exact reason for a cart abandonment, these reports can certainly help to point you in the direction of where your abandonments are occurring. Some suggested focus areas are:

• Start with the Abandoned Cart Dashboard - are you seeing any overall trends or sharp increases/decreases in your abandon rates over the past month or year?

  • The highest abandonment rate usually occurs in the in-basket phase. If these are unusually high on your site, some things you could consider to help this are:

    • Are your shipping costs clear on your website so there are no unexpected surprises for customers when they come to view the shipping costs in the basket?

    • If you are offering promotional codes, are these definitely working on your site or are customers getting frustrated because they enter them and they are not being applied?

    • Is it clear to customers where they can get support if they have any questions about their purchase whilst on your site? If you don’t already have it, can you enable live chat on your site so that customers can get help directly whilst in the shopping cart phase? Can you enable live chat to automatically ask customers if they need help if their cart has been inactive for more than a reasonable time frame?

  • If your abandonments are particularly high at the checkout phase, some considerations could be:

    • Is it clear to customers that you are offering a secure payment platform? Payment security concerns can be a strong reason for cart abandonment.

    • Is your returns policy clearly accessible for customers?

    • Do you have an express shipping option to reduce the shipping times for customers who want their product in a hurry?

  • If your payment failure abandonments are particularly high, make sure you check that your payment gateway is not experiencing any problems. Do you have a process in place to follow up the customers whose payments have failed?

  • Are you seeing high abandonment rates related to high postage value or the number of sellers per order? If so, can you trial some promotions around shipping to see what helps to reduce these abandoned cart rates? Free shipping, free or reduced shipping for others with multiple sellers, reduced or free shipping for orders over a specific price point and express shipping are all options that you could trial to see what works (just make sure you only test one option at a time so you can clearly see the results of each option!).

  • You could also consider sending a short email survey to customers who have abandoned their carts at different phases of the checkout to better understand the reasons behind their abandonment?

• Look at the more detailed abandoned cart rates for adverts, brands, categories or sellers reports. Are you seeing high abandon rates for any of these areas? If so, you can drill into the more detailed abandoned cart reports for each of these to better understand which ones are experiencing higher abandon rates. Start with the Top 10 in each of these reports - if you can address any visible issues around the adverts or postage options for these particular brands, sellers, categories or adverts, this can go a long way to reducing your overall abandonment rate.

Where do I find the Abandoned Cart Reports?

You can find the Abandoned Cart reports within the existing 'Purchasing Insight' folder in your Business Insights Report V2 folder. Click here to login to Tableau.

Want these reports delivered to your inbox regularly? Click here to find out how.

Do you have questions or feedback around these reports?

If you need any assistance interpreting what these reports are telling you or you have any feedback around how we could improve these reports, please email us at support@3sixty1.zendesk.com