• 1. About this Book
  • 2. 10 Reasons why Ecommerce Businesses Need to Have Google Analytics Set Up Correctly
  • 3. Quick Overview of Your Google Analytics Admin - Before You Set Up Your Ecommerce
  • 4. Setting Up Your “All Web Site Data” View in Google Analytics
  • 5. What the Heck are Parameters... And What do I do with the "Exclude Query Parameters" Field in Google Analytics?
  • 6. Adding Filtered Google Analytics Views Gives You Access to Better Marketing Data
  • 7. Setting up an “Include My Domain” Filter in Google Analytics
  • 8. Using Google Analytics Filters to Rid Yourself of Rage-Inducing Referral Spam
  • 9. Formulating Your IP Address Filter in Google Analytics
  • 10. Ensuring that Your Google Analytics Data is Accurate by Applying Lowercase Filters
  • 11. How to Remove Slashes From The End of your URLs in Google Analytics
  • 12. Fixing the Problem of Parameters in your Ecommerce URLS in Google Analytics
  • 13. Acquiring Your Ecommerce Store’s Unique Parameter List for Google Analytics
  • 14. How to Turn your Ecommerce Parameters into Custom Dimensions in Google Analytics
  • 15. Using your Parameter Custom Dimensions to Discover Ecommerce Opportunities
  • 16. Key Google Analytics Settings You Might Have Overlooked for your Ecommerce Configuration
  • 17. What are the Google Analytics Ecommerce Settings For and How are They Set Up?
  • 18. How to Turn on Ecommerce Tracking in Google Analytics
  • 19. Google Analytics Enhanced Ecommerce on popular Ecommerce Platforms
  • 20. Manually Adding Google Analytics Standard Ecommerce Transaction Tracking Code
  • 21. Manually Adding Google Analytics Enhanced Ecommerce Transaction Tracking Code
  • 22. Implementing Enhanced Ecommerce Features to Collect Game Changing Data For Your Ecommerce Store
  • 23. How Do You Use the Ecommerce Reports Built into Google Analytics?
  • 24. What is the Google Analytics Ecommerce Overview Report and What Should You Use It For?
  • 25. What is the Shopping Behavior Report and What Should You Use It For?
  • 26. The Importance of the Checkout Behavior Report in Google Analytics
  • 27. What is the Product Performance Report Used for in Google Analytics?
  • 28. This post has been deleted
  • 29. How can you see Individual Ecommerce Transactions in Google Analytics?
  • 30. What is the Time to Purchase Report in Google Analytics Used For?
  • 31. Deep-dive your Product Sales with the Google Analytics Product List Report
  • 32. Setting Ecommerce Goals in Google Analytics and Why This is So Important
  • 33. Adding Your Ecommerce Goals to Google Analytics
  • 34. Using Google Analytics Goals to Boost Your Ecommerce Conversion Rate
  • 35. Using the Model Comparison Tool in Google Analytics
  • 36. Segmenting Users - A Powerful Tool for Providing Data Insights
  • 37. Building Segments Using the Shopping Behavior Report
  • 38. How to Use the Segment Builder in Google Analytics
  • 39. How to Build Specific Criteria using Google Analytics' Segment Builder
  • 40. Google Analytics Segment Examples to Enhance Your Ecommerce Sales
  • 41. How to use Segmentation Analysis to Identify Opportunities and Increase Conversion
  • 42. Making the Most of the Demographics of Users When Looking at Ecommerce Data
  • 43. Google Analytics Segmentation Example - Transacted vs Did Not Transact
  • 44. Taking your Segmentation Analysis Further
  • 45. Bonus: Six Reasons Why Your Ecommerce Store Needs Google Tag Manager
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    The Checkout Behavior Report Google Analytics

    The Importance of the Checkout Behavior Report in Google Analytics

    As we have established by now, there are a wide variety of different eCommerce-specific reports included in Google Analytics. It is valuable to be able to understand the data contained in these reports, which is why I’ve taken the time to walk you through them one-by-one.

    In this post, we’re going to have a quick look at the Checkout Behavior Report. To be honest I don’t tend to use this one all the time, but it is useful for Conversion Rate Optimisation as it lets you walk through how your visitors are interacting with your checkout form. If you can examine and then improve the ways in which customers behave as they are buying your products and / or services you can make some quick wins in store profit.

    The image below shows where the Checkout Behavior Report can be accessed:

    The Checkout Behaviour Report is very similar to the Shopping Behaviour Report, however it uses the custom “Check-out Labelling” steps that you may have set if you have turned on Enhanced Ecommerce Tracking, as shown in the image below:

    Like I said, I don’t tend to use this report all that often as I’m not usually involved in checkout page optimisation projects. However here is an example of what the report looks like. A completed report would have Step 1, Step 2, Step 3 etc, labelled and quantified.

    The intended purpose of going through the steps that I will outline shortly is to identify which step visitors are reaching in the checkout form, and also to determine if there are any sudden drop-offs at a particular checkout step.

    Here is an example of possible allocation of steps:

    • Step 1: View the checkout page
    • Step 2: Complete the name and address fields
    • Step 3: Select a shipping option
    • Step 4: Enter a coupon code
    • Step 5: Add credit card, PayPal or Afterpay details
    • Step 6: Click the purchase button

    Once this process is complete, you could then view the report to see the absolute number and percentage of sessions reaching each step, the absolute number and percentage of sessions abandoning the form at each step, and the relative percentage of people moving from one step to the next.

    While this report is intended to be used with the checkout, there is no reason why you cannot set it up to work with any particular behaviour flow that you wish to track sequentially on your website. The benefit of this, over the Shopping Behaviour Report is that you can track completely custom events. I actually plan to investigate using this report more often as I can see many uses for this report that I haven’t covered here.

    There are a variety of ways that these steps can be implemented. But because the checkout steps are completely custom I recommend setting them up with Google Tag Manager rather than using javascript inline tracking codes.

    The Checkout Behaviour Report is another valuable tool in your Google Analytics toolbox, and one that can be customised to provide interesting insights. As I said, I don’t tend to use this one much myself, but if you use it with success I’d love to know how it is working for you. Are you primarily using it for checkout step optimisation?

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