Checkout analysis compares meaningful steps from buying intent to payment to find where orders are lost. Validate the tracking, compare equivalent customer groups and test a focused change before buying more traffic.
Follow a small number of meaningful steps
A purchase funnel is simply a sequence: visit, choose a product, start checkout, pay. It becomes useful when the steps are consistently measured and you can compare devices, traffic sources or versions of the checkout.
Make the opportunity concrete
Suppose 200 comparable checkout sessions start in a month and 100 lead to payment. Completion is 50%. If a tested change raised it to 60%, while checkout starts and average order value stayed the same:
| Illustrative scenario | Result |
|---|---|
| Current paid orders | 100 |
| Scenario paid orders | 120 |
| Additional orders | 20 |
| At an average order value of $100 | $2,000 additional sales |
A calculation to frame a question, not a forecast or client result. Additional sales are before returns and costs; they are not additional profit.
This does not tell you whether 60% is achievable. It shows the scale of a scenario so the team can decide whether investigation and testing are worthwhile.
Check the measurement before changing the page
A broken tracking event can look like a lost customer. A different traffic mix can look like a checkout problem. Start by checking the data and examining the relevant experience.
- Are checkout starts and payments recorded consistently?
- Are duplicated sessions or test orders distorting the view?
- Does the drop-off differ between mobile and desktop?
- Are delivery costs, payment errors or form issues worth checking?
Change one thing and assess the result
Use the data to choose a specific hypothesis. Then compare the result under conditions that make the comparison meaningful, accounting for traffic changes and seasonality. The report helps the team find and evaluate an intervention. The work on checkout still has to be done.
A useful first step with BI Forge.
BI Forge can help connect the relevant events and order data, agree the steps and build a view of the path to payment. The first scope can focus on one checkout journey and a small set of useful comparisons.
Discuss your purchase journey