How do I verify an online store’s abandoned cart and checkout records?

First learn the definitions. A cart may be counted when an item is added, when a customer enters an email, or when payment starts. Different tools count differently. Ask the seller which tool produced the figures and whether any settings changed during the period you are reviewing.

Then check the steps in order. Visits should be more than carts, carts more than checkouts started, and checkouts more than completed orders. If a step is bigger than the one before it, something is wrong. Look at the checkout stage where most people drop out and ask the seller what they believe causes it, such as shipping cost shown late or too few payment choices.

Finally, ask about recovery. If the store sends reminder emails, request the results and compare recovered orders with the sales records. Make sure recovered orders are not counted twice. Check that the data is live in an account you can view yourself. Your accountant can compare the reported orders with the financial statements to confirm that the funnel and the books agree. Ask whether the store changed its checkout recently and what happened afterward. A redesign usually leaves a visible mark in the funnel, and the seller should be able to explain it from memory.

Key takeaways

• Get the definitions of cart, checkout and abandonment.
• Check that each funnel step is smaller than the one before.
• Compare recovered-cart results with actual sales records.
• View the data live in an account you can see yourself.