23-Jan-18: From 10:27am to Midnight
LOSS OF REVENUE MONITORING
A FUNNEL was created to specifically track and record ALL visitors that enter the CHECKOUT page and then successfully reach the ORDER-CONFIRMATION PAGE.
- 116 unique visitors to the site
- 25 Customers (25%) proceeded to the Checkout Page with items in their bag
- 11 Customers (44%) successfully checked out and placed orders
- The conversion rate is therefore 9%
- 12 Customers (56%) were legitimate cart abandons as the customer consciously either exited the page or the site with no technical issues.
- 2 were the result of System Technical Issues.
- 1 customer that experienced a technical issue, went on to place a successful order
- 1 customer was Adam who was placing a manual order over the phone.
The resulting loss of revenue is zero as no customer was denied a successfully checkout due to technical issues.
However, there is reputational damage for the 2 customers who were double charged and then refunded.
FULL COMMENTARY IS PROVIDED BELOW. ALL RECORDINGS CAN BE VIEWED BELOW FOR THE 12 CUSTOMERS WHO DROPPED OUT.
PLAYBACK: CHECKOUT DROPOUTS
|1||Abandoned||Scrolled though checkout page without filling in any details, then left and went to Gift Bundles and then exited||PLAY RECORDING|
|2||Abandoned||Placed Surpise Party in Cart. Entered Valentines code to get discount. Discount rejected as it only applies to valentines products. He then exited without filling in any details||PLAY RECORDING|
|3||Abandoned||Placed Pink Parade in the cart. Left checkout page without filling in any details. Then went to back to the product pages and then exited without ordering||PLAY RECORDING|
|4||Abandoned||At checkout. Filled in her details and selected delivery date. Clicked Checkout which failed the validation as she ommitted to enter the recipients phone number as it’s a mandatory field. She then exited.||PLAY RECORDING|
|5||SYSTEM ERROR||Error response from Braintree, but it created a Pending Order #21239. Customer then successfully placed order #211240||PLAY RECORDING|
|6||Ignore||This is Adam. Confirmed with him that this is his IP Address.||PLAY RECORDING|
|7||Abandoned||Placed Je T'Aime Pink into basket. At check out page did not fill in any details. Went back to All flowers and browsed, then abandoned||PLAY RECORDING|
|8||Ignore||This is Adam testing.||PLAY RECORDING|
|9||Abandoned||Placed Je T'Aime White in basket and went to checkout. applied code Valentines then went back to flowers. Came back to checkout and started to fill in the details. Then exited. Later returned and placed order ##211246||PLAY RECORDING|
|10||SYSTEM ERROR||This is Adam placing the order for the below customer who wanted to place the order by phone. System is taking too long to process and no response is received from Braintree. Adam places the order on his mobile||PLAY RECORDING|
|11||Abandoned||Customer from Texas, USA. Placed simply sunshine into the cart. Went to checkout and scrolled around but did not fill in any details. Exited checkout and went back to flowers. Then exited the system. Spoke to adam on this. Customer called to place the order over the phone. Thought there may be a system issue, but there is no attempt by the customer to checkout||PLAY RECORDING|
|12||Ignore||Ignore Adam - adam surfing||PLAY RECORDING|
|13||Abandoned||Placed Date Night into the cart. Then went to check out. Did not fill any details and immediately exited||PLAY RECORDING|
|14||Ignore||This is my Developer in Canada||PLAY RECORDING|