How to Understand Your Users’ Purchase Behaviour on Google Analytics

Learn all you need to know about your users' purchase behaviour.

- 3 Minutes read

Google Analytics’ Conversion section provides you with relevant data about the purchase process that users take throughout your website. The following report indicates in a very visual way the purchase funnel of your e-commerce store. Let’s take a look at how interpret the graph:

The graph shows the five phases of the purchasing process, that are:

In the first phase we can clearly see all the sessions that visited your e-commerce store; in the second phase there are only the sessions that visited a product page, and so on until the fifth and last phase: final purchase.

The percentages indicated here make reference to the % of sessions that have progressed to the following phase.

Here in this picture, the numbers marked with pink arrows indicate the number of sessions that didn’t go to the next phase. The numbers marked with red arrows indicate the percentage of sessions that didn’t go to the following phases of the purchasing process.

In the table of the following picture, you can segment this data by default depending on whether the session was conducted by a new user or a recurrent user. However, you can select the dimension we believe will turn out more relevant to you:

What conclusions can you make from this report?

Basically, you need to make that the funnel has a soft decrecimiento, that means, attempt to have a funnel similar to this one:

Here in this case would be a real situation. The truth is that in all e-commerces there are phases where we lose more users than we would like to.

For example, let’s imagine that we have a high percentage of losses between the phase Sessions with product view > Sessions with add to cart. This means you might not have properly distributed the add to cart button on your website; or it might not stand out in the overall.

Let’s see another example, we detect that many sessions end up between the phases Sessions that arrive to check out page > Sessions that make a purchase. In many cases it is because the shipping costs are not properly informed on the product page, or the paying methods are not trustworthy enough for the user that arrived to check out.

Behaviour during the Purchase Process

This report shows a funnel similar to the previous one, but referring to users’ behaviour during the checkout process. All checkouts have the same mandatory fields, as it’s the basic necessary information for the logistics operator. There are cases where the checkout process can take a few pages. This is the easiest way to tag the process. Nevertheless, there is also another case known as “one-page checkout”; by applying this option you may need to tag each step with javascript events.

Using this report is helpful to extract useful information similar to the previous one, but it applies only to the checkout process.

Find out more on Google Analytics’ Conversion section right here.