Unlock Revenue with Shopify Checkout Events and Lucky Orange
Understanding what your customers actually do — especially during checkout — separates high-growth e-commerce brands from the rest. Shopify’s Checkout Extensibility events unlock a profit-centered view into shopper behavior, and Lucky Orange makes that data actionable without guesswork.
Today we’ll go beyond a feature list and show you proven strategies to use these events to reduce cart abandonment, optimize checkout funnels, and drive more sales.
Why Checkout Behavior Matters
Checkout is where intent turns into revenue — and where most revenue leaks occur.
Industry average cart abandonment hovers around 70%, meaning most stores are leaving money on the table. Understanding when and why people drop off gives you the leverage to fix it.
Lucky Orange + Shopify Checkout Extensibility gives you that leverage by automatically tracking high-impact events in the checkout process — even when you can’t see recordings or heatmaps directly due to Shopify restrictions (non-Plus).
The Shopify Checkout Events You Can Track in Lucky Orange
These events form a detailed map of checkout behavior:
Pre-checkout
Product Viewed
Cart Item Added / Removed
Cart Viewed
Checkout journey
Checkout Started
Checkout Address Info Submitted
Checkout Shipping Info Submitted
Payment Information Submitted
Checkout Contact Info Submitted
Ordered (completed)
Mark these as Key Events in Lucky Orange so they’re available across Dashboards, Funnels, Visitor Profiles, and Visitor tables.
How to Turn Checkout Events Into Action (Strategies That Actually Move KPIs)
1. Spot Abandonment Hot Spots With Optimizable Segments
Instead of tracking conversion rate alone, create segments like:
Started checkout but never ordered
Entered payment details but didn’t complete
Abandoned at shipping step
Then use Lucky Orange session recordings to isolate behavior patterns (e.g., slow form fields, unexpected costs, unclear shipping messaging).
Quick setup:
In Visitors, filter for “Checkout Started”
Exclude “Ordered”
Add device, location, referral filters to uncover segment trends
Save the segment for ongoing monitoring
This helps you prioritize fixes with data instead of guesses.
2. Build Intelligent Conversion Funnels That Diagnose Drop-off
Prebuilt funnels are good — customized ones are better.
Example #1 Compact Funnel
Example #2 Detailed Checkout Funnel
These let you pinpoint exactly where visitors are slipping out so you can tailor improvements (e.g., shipping clarity, form field optimization, payment trust signals).
3. Use Events to Trigger Engagement — Without Interrupting Checkout
Because Shopify blocks overlays and recordings directly on checkout (unless you’re on Shopify Plus), you shouldn’t assume every tool can run there.
But you can use checkout events to trigger messages elsewhere:
Surveys triggered after abandonment
Trigger when someone started checkout but did not order within 7 days
Target them on return for insights like “What nearly stopped you from buying?”
Announcements
After someone starts checkout but doesn’t submit shipping info
Show exit-intent messaging on the next page they visit (e.g., free shipping reminder)
Chat invites for high-intent shoppers
Target people who submitted payment info but didn’t order
Offer help for payment issues or incentive nudges
These tactics don’t interrupt Shopify’s checkout but still influence behavior around it.
4. Create Feedback Loops With Visitor Profiles
Every event gets tied to a visitor profile. That means you can:
Understand repeat behavior across sessions
See how product page engagement connects to checkout attempts
Tie cart value to behavior (Shopify cart value is included for merchants)
This is gold for segmentation and personalization at scale.
5. Strategic A/B Tests Driven by Event Data
Use your event insights to fuel experiments:
Hypothesis example:
“If I reduce form fields on shipping by 30%, then the step from Shipping Info → Payment Info will convert more.”
Design tests around steps where drop-off is highest, not random guesses.
What Shopify Plus Merchants Get That Others Don’t
If you’re on Shopify Plus, Lucky Orange gives you an unfiltered view of activity on the checkout page via session recordings and heatmaps — something non-Plus stores can’t access due to platform policy.
This unlocks:
Direct UX observation in checkout
Real visual pain points to fix immediately
Faster hypothesis validation
For Plus merchants, combine event data with recordings to accelerate your optimization velocity.
Example Playbook (90-Day)
Week 1–2: Segment creation + baseline benchmarking
Week 3–4: Conversion funnel review + hypothesis prioritization
Week 5–6: Launch abandonment survey + targeted chats
Week 7–8: A/B test form simplification
Month 3: Analyze impact, refine messaging, scale winners
This structured approach turns checkout analytics from a dashboard curiosity into growth engine fuel.
Wrap — The Big Picture
Tracking Shopify checkout events in Lucky Orange is more than clicks — it’s about behavioral insight. When you:
Identify where people drop
Understand why they drop
Activate interventions based on events
Personalize follow-ups
You stop leaking revenue and start compounding growth.
If you haven’t yet, install Lucky Orange and connect your Shopify checkout events — your next revenue lift starts with data you already have.
