Optimize your checkout funnels, reduce errors on product pages, identify popular products, and check-in on your most-anxious customers with these e-commerce segments in FullStory.

Leading e-commerce companies use session replay to research, optimize, and enhance their customer's online experience. That's why we put together a quick list of 4 useful segments for e-commerce businesses. Setting up these segments in FullStory will help you keep an eye on your funnel, product detail pages, product popularity, and your most anxious customers. Bonus, we'll share how you can set them up to tackle mobile users, too.

Let's get started.

1. Build your shopping cart checkout funnel

E-commerce owners know, it's all about the checkout flow. If part of the checkout experience breaks down, you're leaving dollars on the table.

Luckily, it's easy to keep an eye on your checkout funnel in FullStory. Here's how to get things setup:

  • In the FullStory Search bar just start typing the text on the button your customers click in order to add an item to their cart or bag.

    FullStory Search will start auto-completing your query.

    As soon as you start typing, FullStory will begin suggesting engagement criteria based on the indexed text related to your recorded sessions. Keep typing to refine your search, or click the suggestion that matches your version of the "Add to cart" button.

  • Next, once you have your event filter setup for your first 'Add to cart' button...

    Has | Clicked | Text is exactly | < your cart button label here >

    ...jump up to Search again and start typing the label for the next button a shopper would encounter in your checkout funnel.

  • Then, just repeat this process until you have event filters for each of the buttons that a shopper would need to click to confirm their purchase.

    In our example, this requires three steps. Your checkout flow may have more.

  • Now for the magic: scroll down to your checkout funnel. In this case, you're likely not ready to dive into replaying sessions—you want aggregated funnels metrics and a visualization! For that, scroll down below your list of FullStory sessions to the analytics dashboard. There, you'll see insights like User Trends, Top Users, Session Health, and more. Look for card labeled 'Event Funnel.'

    Your ready-made, on-demand checkout funnel!

    Review your funnel results to understand where shoppers are dropping off, and watch the percentage (%) over time to understand whether conversion rates are improving or getting worse.

  • Before you go, be sure to click 'Save segment…' (The bright pink button to the right of the Search box) to save and pin your new custom checkout flow segment into your navigation so that you'll be able to easily revisit it in FullStory. Pro-tip: your saved segments will be alphabetically ordered on the left of the FullStory app, so consider naming conventions that will make Segments easy to find.[1]

👉 Bonus mobile checkout flow segment

We all know how important mobile is. Thankfully, it's easy to make any existing FullStory Segment a *mobile* segment. First, click 'Segment options' and then 'Duplicate' ... to make a copy of your segment (What this looks like in the appyou'll want to give it a proper name, too).

To make your duplicate segment a mobile segment, for each event filter, click the pink ellipsis icon ... so you can add some scope to the event criteria. Change the scope to when the Device | was | Mobile. And, repeat the process for each of the event filters that make up your shopping cart funnel. You'll have something that looks like this:

Note that you scope to Mobile for each event.

Click 'Save.'

That's it! That's two segments for the price of one, so you can easily home in on customers who are checking out on their mobile devices.

2. Look for shoppers hitting errors on product detail pages

If you've been looking at the drop-offs in your shopping cart funnel, you might see that most people bounce from product pages and fewer shoppers bounce from the pages that are deeper in your checkout flow.

One possible explanation for this behavior is that as people get more invested in the amount of information they've supplied in the checkout form, they might be less likely to give up if they encounter a simple error—for example, if they initially submitted payment without a CVV code they might try again at least once instead of bouncing away immediately.

You might find that error clicks on product pages—for example, broken 'Add to cart' buttons or an error thrown when a product isn't available in a specific size—are more likely to cause fall-off in the funnel, because a shopper who's not super invested can bounce out to Google Search or to a competitor's website to look for a similar product without much to lose.

To uncover whether customers are hitting errors while visiting product pages, build a segment where the event filter is Has | Error clicks | On Anything. And the scope (After hitting the ...) is: when the URL Path | starts with | <insert your path to product detail pages here>

Now, scroll down.

Look at the User Trends graph to see whether errors are increasing or decreasing over time.

Remember: you can make any Segment a mobile segment by clicking the + to add scope: when the Device | was | Mobile to the criteria. (See 👉 Bonus mobile checkout flow segment, above, for details. The segment as made for mobile will look like this.)

3. Identify the most popular items on product list view pages

Got a category page or product list view where lots of different product thumbnails display at once?

You can create a FullStory segment for visitors to that page type and watch sessions to understand how shoppers navigate the list view. Once you have a list of sessions where shoppers visit that page view, you can use FullStory Click Maps from any session to quickly identify the most popular products from that version of list results.

First, build a segment for visitors to your category list page. Use OmniSearch, but this time, instead of typing the path some text, look for "Visited URL" in the suggested engagement list.

Click 'Visited URL.'

Then, use the dropdown menus to setup the criteria:

Has | Visited URL(path) | starts with | <your path to your product listing page>

Note: Depending on how you have products categorized, your path might be something like /shop/collections/ or /products/ or something different altogether.

FullStory will generate a list of sessions where shoppers visited that path. Click play to watch any session, and when the shopper has the list view open in their browser, hit 'Pause' to pause playback. Then, navigate over to 'Page Insights'—it's at the top right of any session you're replaying.

Clicking Page Insights will open FullStory Click Maps view will now overlay on top of the product page, highlighting the most clicked elements on the page, surfacing the most popular items.

Pro-tip: this trick also works great with mega menus! A Click Maps overlay on a mega menu can help you understand which categories are the most popular.

4. Keep an eye on your order status checkers

If a customer is checking an order status, there's a good chance that something's gone wrong or they might need assistance.

  • Is the product taking longer to arrive than was promised?
  • Did the customer accidentally order in the wrong size?
  • Do they need to update or cancel an order?
  • Are they looking for a quick way to start a return?

That's why FullStory e-commerce shops like to keep an eye on shoppers who are (anxiously) checking to view their order status—or to start a return.

Using session replay to see exactly what customers are doing online in real-time, customer service representatives can get the necessary context for reactive support or to get signal for the right time to engage with proactive customer care.

No matter the reasons, if you know a large percentage of your customer care questions are centered around order status, consider building a segment in FullStory to keep those sessions front-and-center.

Click 'Save.' Then, filter your segment results by 'Today' and check your Top Users card to see which customers have been actively checking orders recently.

Watching how customers interact with order status pages before they reach out for help might give your team some insights as to how to make the page more clear or helpful and eventually reduce support load.

Better e-commerce experiences await!

While these four segments are a safe place to start, the possibilities are truly endless. FullStory indexes everything, so you can slice and dice to your heart's content.

If you have a favorite e-commerce-specific segment in FullStory, please comment below to let us know. And if you’re not yet using search to build custom segments, give it a try today!

  1. You can learn more about saving searches as segments in FullStory. ↩︎