Drawing Insights from the Shopping Behavior Analysis Report

Analyzing customer shopping behavior will provide a deep insight into where customers are being lost. Learn how to analyze the shopping behavior report here.

Rob Elgar - writer for Blyp
By Rob Elgar
Joel Taylor
Edited by Joel Taylor

Published July 31, 2022.

Shopping behavior analysis is the process of observing and gathering data with regard to the actions of buyers. The data is used to map the customer journey by identifying purchasing patterns, preferences, and shortcomings.

Knowing what influences a customers purchasing decisions will allow you to leverage behavioral analysis to find gaps in the market and discover products that are needed, as well as those that have become obsolete.

Key Shopping Behavior Metrics and What They Mean

The Google Analytics Shopping Behavior report is a funnel report that shows where customers drop off the buying process and covers all sessions from Product Views to Transactions to help differentiate between buyers and browsers.

To do this, some of the key metrics you should take note of include:

  1. Number of sessions with no shopping activity This indicates the number of visitors that make it to your store but take no action towards making a purchase.
  2. Number of customers with no cart addition An indication of the number of customers that browsed through your website and products, but didn't add items to their cart.
  3. Number of customers that abandon their cart Shows the number of customers that added at least a single item to their cart but never continued to checkout. Read our guide to tracking checkout behavior to learn more.
  4. Number of customers that abandon the process at checkout Indicates the number of customers that made it to the checkout page but never completed a purchase.
  5. Number of sessions with successful transactions Displays the total number of successful transactions.

The shopping behavior analysis shows where customers jumped onto the buying process, how many people started at said step, at which step they left the process, and how many customers abandoned at that stage.

Understanding where you acquire and lose customers can help you find gaps in your purchasing journey.