Site Experience - Checkout Survey Report

Why This Report Is Critical for E-Commerce

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At ResellerRatings, we're really into helping your e-commerce store JOURNEY MAP and pinpoint issues at inflection points for shoppers. Understanding your customers’ experience at checkout is one of the most valuable insights an e-commerce business can have.

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A checkout survey gives store owners real-time feedback on what's working just after checkout. If customers encounter friction, confusion, or hesitation at checkout, it directly impacts conversion rates and revenue.

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• Checkout surveys (prior to order fullfillment) tend to focus on the site experience
• They tend to focus on things around the WHY something was bought, as opposed to a review of WHAT was bought
• They can help you target issues directly with your website flow

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This report captures data on web browsing behavior, cart abandonment factors, and overall checkout satisfaction, allowing businesses to refine their sales funnel. Instead of guessing why customers drop off, e-commerce owners get clear, actionable insights to improve the purchasing experience and maximize sales.

What Business Strategy Does It Support?

This report supports a conversion rate optimization (CRO) strategy, which is designed to reduce friction in the checkout process and increase the percentage of site visitors who complete a purchase. A seamless checkout experience means fewer abandoned carts, higher revenue, and improved customer satisfaction.

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📊 Real-World Data Points:

• ‍$18 billion lost annually due to abandoned carts in e-commerce (Baymard Institute, 2023).‍
• 69.99% of online shopping carts are abandoned, often due to unexpected costs, complicated checkout processes, or required account creation (Baymard Institute, 2023).
• A smooth, optimized checkout flow can improve conversion rates by up to 35% (Statista, 2023).

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By using pre-purchase surveys to identify customer pain points—whether it’s confusion about pricing, slow site speed, or a lack of payment options—e-commerce businesses can take precise actions to reduce drop-offs and increase sales.

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What Business Strategy Does It Support?

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This report supports a conversion rate optimization (CRO) strategy, which is designed to reduce friction in the checkout process and increase the percentage of site visitors who complete a purchase. A seamless checkout experience means fewer abandoned carts, higher revenue, and improved customer satisfaction.

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By using pre-purchase surveys to identify customer pain points—whether it’s confusion about pricing, slow site speed, or a lack of payment options—e-commerce businesses can take precise actions to reduce drop-offs and increase sales.

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