In the dynamic world of e-commerce, understanding your customers is key to success. As a Shopify merchant, you've probably wondered what goes on in your customers' minds as they navigate through your online store and reach the checkout page.

With Lucky Orange's new update using Shopify's Checkout Extensibility, we're taking the guesswork out of the equation. We've preloaded important checkout milestones into our tools, providing you with a deeper understanding of your conversion funnel.

This post will guide you on how to leverage these new events to optimize your store's performance.

Understanding Shopify Checkout Events with Lucky Orange

Lucky Orange’s integration with Shopify Checkout Extensibility offers a variety of preloaded checkout events that are pivotal in tracking and understanding customer behavior. These events include actions such as 'Checkout Started,' Payment Information Submitted,' and 'Product Viewed'.

By monitoring these events, you can see where your conversion efforts are working and where they're falling short. And inside Lucky Orange, you can use the events as filters to see examples of visitors who, for example, viewed a product but didn't checkout.

Here's the complete list of events now available as part of the Lucky Orange Shopify Integration.

Recording Started

A visitor viewed your page which initiated a Session Recording.

Searched

A visitor used your on-site search functionality.

Collection Viewed

A visitor viewed a collection page. This may or may not lead directly into a Product Viewed event.

Product Viewed

A visitor viewed one of your products. This will trigger for every product viewed.

Cart Item Added

A visitor added a product to their cart. This will trigger for each product added.

Cart Item Removed

A visitor removed a product from their cart. This will trigger for each product removed from their cart.

Cart Viewed

A visitor viewed their cart. This occurs regardless of whether or not there are products in the cart.

Checkout Started

A visitor started the checkout process.

Checkout Address Info Submitted

A visitor is in the checkout process and submitted their mailing address.

Checkout Shipping Info Submitted

A visitor supplied all the necessary contact and delivery information and has now selected a shipping rate.

Payment Information Submitted

A visitor successfully submitted their payment information.

Checkout Contact Info Submitted

A visitor submitted the completed checkout form. Should payment be approved, the next event to trigger is "Ordered."

Ordered

A visitor successfully completed the checkout process.

Note: Shopify's checkout policies

One challenge faced by Shopify merchants is due to Shopify's policy restrictions. These policies mean no Shopify merchants can see any heatmap or session recording app on the checkout page.

However, Lucky Orange has found a way to provide optimization insights despite these restrictions. With Lucky Orange, you can track when the checkout process starts and when it has been successfully completed.

While you may not be able to directly view a customer's interaction on the checkout page, these new tracking capabilities offer invaluable insights into your customer's checkout experience. By understanding when and where customers drop out of the checkout process, you can then make the necessary adjustments to optimize your marketing efforts, messaging and pre-checkout flow.

Utilizing Checkout Events with Lucky Orange Tools

Integrating these checkout events with Lucky Orange tools can revolutionize how you analyze and optimize your e-commerce performance. By coupling these events with the powerful analytics capabilities of Lucky Orange, you are equipped with the insight you need to understand your customers better and drive conversions.

Heatmaps: Use checkout events in your heatmaps to understand where customers interact the most. For instance, if 'Product Viewed' is a frequent event, but 'Cart Item Added' is infrequent, it could indicate that your product pages need optimization.

Session recordings: While direct recording of the checkout page isn't allowed, you could still use events as filters to see what visitors do before starting checkout, or to see how visitors behave that end up ordering an item.

Conversion Funnels: Exclusive to Shopify merchants, we have a prebuilt conversion funnel that shows how visitors progress through “Product Viewed” to “Cart Item Added” to the final step of “Ordered.”

Beyond the prebuilt funnel you can make conversion funnels using any of these checkout events as milestones. For example, you could set up a funnel that goes from 'Product Viewed' to 'Cart Item Added' to 'Checkout Started' to 'Ordered.' This will allow you to see at what stage customers are most likely to abandon their purchase. And while you can’t see a session recording of that entire journey, being able to see drop off at different stages and see on-site behavior leading up to the conversion can be a vital piece of optimization.

Visitor Profiles: Every visitor your site gets a profile inside Lucky Orange. This profile contains all the information we know about that person including all of the aforementioned Shopify events. From the profile you can see all session recordings, chat logs and more to see the complete history of their engagement with your site. Also for Shopify merchants only, the visitor profile contains cart value so you can understand how that person’s behavior related to the amount of items they bought, or intended to buy.

Conclusion

These are just a few ways in which you can enhance your e-commerce performance using Lucky Orange's integration with Shopify Checkout Extensibility. By gaining a deeper understanding of your customer's journey, you can make data-driven decisions that lead to improved conversions and a better overall customer experience.

With the average cart abandonment rate hovering around 70%, there's a lot at stake for Shopify merchants in the checkout process. Understanding and optimizing this critical part of your customer's journey can significantly improve your conversion rates and boost your store's performance.

By utilizing Lucky Orange's tools and Shopify's Checkout Extensibility, you're equipping yourself with data-driven insights to make informed decisions that can transform your e-commerce business. If you're not using our tools yet, you can start a free 7-day trial with no credit card required.