You can view the Checkout Funnel Analysis by simply logging in as a web admin and going through the front-end checkout screens and viewing the following funnel breakdown:
The Checkout Funnel shows you how many users got through each screen during the checkout and highlights the current step in the funnel.
It is broken down as follows:
- BASKET - The View Basket Page - This is always 100% as the checkout funnel starts at the view basket page.
- EMAIL - Enter Your Email OR Log in - This shows the percentage of users who started the checkout process and were shown the screen to either enter their email address or log in.
- DELIVERY - Enter your delivery address OR Collect from Store Location - This shows the percentage of users who went on to the screen to either enter their delivery address or elect to collect from a particular store.
- REVIEW - Review your order and enter your credit card details - This shows the percentage of users who got to the enter your credit card screen.
- COMPLETE - Thank you for your order - This shows the percentage of users who completed their order.
If you click on the View A/B Test Version link, you will get a screen similar to the following which shows you the checkout funnel but split into 2 groups of users. This allows you to make configuration changes to the checkout and trial them on half of your website users to see if the changes improve the conversion rate.
The goal is to increase the final percentage figure - as if you can increase the figure for COMPLETE from say, 15% to 20%, this in theory will increase your overall sales by 33% (20% / 15% = 33%).
Things to note:
- AB Testing requires large volumes of data to avoid False Positives - You will see from the screenshots above the number of sessions that were analysed. If this is a low number, the results of AB Testing may not be accurate as if you toss a coin 100 times, you will unlikely get 50 heads and 50 tails - so AB Testing on low volumes of data don't normally come up with definite results.
- The number of sessions for Group A will be different to Group B - You will see from the screenshots that the number of sessions in group A will be different to that of group B. This is because we may split the sessions 50/50 when users come to the website but we cant guarantee that the same percentage of people will get as far as the VIEW BASKET screen - which is where the Checkout Funnel Analysis starts from.
- The time period is 7 days - The time period for analysis is 7 days - so to do AB Testing, you need to make the change and then wait 7 days to see what effects this has on the funnel.
- View AB Testing results before you make any changes where both groups see the exact same checkout so, in theory, they should have very similar percentages. If there is a large variance between the figures when both groups are experiencing the exact same checkout, then AB Testing may not prove anything as your volumes may be too low or there may be another reason why the 2 groups vary so much.