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Checkout Funnel Analysis & Cart Abandonment

Track and optimize your checkout funnel to reduce cart abandonment and increase conversions. Identify drop-off points and improve the user experience for a smoother path to purchase.

Dashboard screenshot showing checkout funnel analytics

What is a Checkout Funnel?

A Checkout Funnel is the sequence a shopper moves through from adding an item to the cart to completing payment, measured step by step. Air360 shows how many people reach each stage and how many are lost between them, so a single conversion figure becomes a specific list of stages ordered by how much they cost you.

Why analyse the Checkout Funnel?

Cart abandonment is a symptom, and the cause is almost always earlier and more specific than the summary suggests. A delivery option that appears too late, a field that rejects a valid format, a payment method somebody expected and did not find. Seeing the drop per stage tells you which one to fix first, and you can open the session replays behind any stage to watch what shoppers actually did rather than infer it. Funnels can be filtered by device, country, region, traffic source, campaign, and new against returning visitors.

What the first week looks like

Start with the steps you already argue about - cart, delivery, payment, confirmation - and resist adding more until those four are trustworthy. The first read usually shows one step losing far more than the others, and the replays behind it tend to produce something concrete and cheap within a day. Coupon fields, address lookups and card validation are the three that come up most often, and all three are fixable without a redesign.

Where it fits with the rest

The checkout funnel says which step costs you money. Session replays behind that step show the specific failure. Web vitals tell you whether the step was simply slow on the devices your customers actually use. Voice of customer picks up the reasons people will tell you but the data cannot show. They share the same capture, so following a drop-off from number to cause to fix does not require deciding in advance what to track.

Common questions

Everything you need to know

By analyzing the drop off rate between each stage of the funnel, you can identify significant drops. A sharp decrease in users moving from one stage to the next indicates a potential problem area. Further investigation using session replays or user feedback can help uncover the root cause.
Yes. Use our funnel analysis feature to create your own funnel. You can create a funnel for a specific path, and even include button clicks or other user behavior to have the funnel you desire.
It is the same analysis pointed at the purchase path specifically, from cart through to payment. If you want to measure a different flow, such as registration or a lead form, Funnel Analysis lets you define whatever sequence of steps you need.
Yes. From any step you can open the session replays behind it and watch what shoppers did before they left, which usually distinguishes a confusing interface from a technical fault far faster than the numbers alone.
Yes. Checkout funnels can be filtered by device, country, region, traffic source, campaign, and new against returning visitors. Mobile and desktop often behave very differently at the payment step, and comparing them directly is usually where the answer is.
No. Interactions are captured automatically, so you can analyse a step without having tagged it in advance. That matters on checkout in particular, where the flow tends to change between releases.

Where teams use this

E-commerce Companies

Create the best possible online shopping experience with Air360, with personalized journeys, smooth checkout, and optimized customer engagement.

Luxury Brands

Create the best possible online shopping experience with Air360, with personalized journeys, smooth checkout, and optimized clienteling.

Sport Companies

Create the best possible online fan experience with Air360, with personalized journeys, smooth ticketing, and optimized fan engagement.

Stop wondering why users leave.
Start knowing.

Join teams who use Air360 Checkout Funnel analysis to reduce cart abandonment and turn drop-offs into conversions. And conversions into revenue.

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