SkyGlue Funnels and Visitor Recordings Use Case

An all-natural skincare eCommerce store used SkyGlue funnels and recordings to identify the reasons behind checkout failures and improved order success rate.

Problem

There are buyers who hit the “Place Order” button but did not complete the transaction. By using SkyGlue, the client was able to identity the exact reasons and take appropriate actions.

Overview

The client built a conversion funnel for visitors over a one-week period and drilled down on the final funnel step to watch recordings of the buyers who did NOT complete the transactions.

conversion funnel

Analysis

The above funnel tells us there are 29 (334 – 305) visitors who clicked on the “Place Order” button but did not complete the transactions. That’s about a 10 percent loss in sales. To find out why these people did not finish the transaction, the client pulled the non-converted group from the last funnel step by clicking the “Visitors not in this step” link and reviewed the recordings.

By watching the recordings, the client noticed certain issues and categorized the dropouts into three groups.

Group 1: The payment gateway blocked 10 visitors.
  • 6 of them got “Suspected fraud” messages.
  • 1 Visitor wanted to check out using a Discover card, but the payment gateway did not accept it.
  • 1 visitor received an error message “Your card does not support this type of purchase”
  • 1 visitor received an error message: “The cc payment type [American Express] and/or currency [USD] is not accepted.”
  • 1 visitor received an error message: “The transaction is not authorized due to restriction by your bank”.
Actions:
  • Discover card support should be added to the payment gateway.
  • The payment gateway blocked several transactions. Are they real fraud transactions or is the payment gateway too restrictive? From the videos, it seems the visitors were doing normal site visits and purchases.
  • Check to see if the payment gateway can support more payment types.

Group 2: Worry about future charges.

There were four visitors who did not check the purchase agreement checkbox before clicking on the “Place Order” button. They were sent back to read the statement and complete the checkbox. While completing the step, they noticed the text, “Your cart contains one or more auto replenish products which will be charged to your credit card for orders shipped in the future” and wanted to find out which items would be charged in the future. They could not find this information and abandoned the transactions.
Actions:
  • The website needs to clarify which item(s) in the cart will be charged in the future so that buyers can have confidence in the transaction.

Group 3: User issue (7 visitors). These errors are related to users, including:

  • Insufficient funds
  • Invalid card number
  • Invalid CVC code
Actions:
  • Unlike group 1, these transactions blocked by the payment gateway are valid. The client can conduct remarketing campaigns on these visitors since they have strong intention to buy.