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Its length determines how many interactions a user will have with the page before converting. Shopping path – why do customers abandon their cart? Purchasing a product is a process that begins in the customer's mind. At the beginning, he realizes the need to have a given product, so he decides to start searching and learning more about it. He compares various proposals and chooses the one that best suits his preferences. Once the decision is made, it would seem that the transaction will be completed, but statistics show that customers are increasingly abandoning the basket. There are many reasons for this phenomenon, the most common being high shipping costs.


Another reason may be the lack of a favorite payment method or delivery method - currently, e-commerce business owners should provide a wide range of choices in every sales aspect to be able to compete on the market. the growing Spain Phone Number Data customer requirements. Another factor that discourages website visitors is the need to register. An order process that is too complex, including creating an account and providing all data, may result in interruption of purchases and the customer's failure to convert. Path length report in Google Analytics shopping path length reportInformation about conversions is excellently presented by the free Google Analytics tool.



There are two categories to choose from in the settings: e-commerce transactions and goals (e.g. filling out a form, signing up for a newsletter). You can select data from both variants or deselect one of them. By default, the report shows information from 30 days before the conversion, but a range up to 90 days is also available. To analyze conversion paths without channels, you need 3 reports: top conversion paths, time lapse, and path length. Thanks to statistics, you can determine the passage of time, i.e. the number of days between the first interaction and conversion. This option is available in the Conversions tab by clicking on Multi-Channel Funnels – Time Lapse . There is also another term - Time to purchase , which indicates the number of days between the referral from the campaign and the purchase.