Any way of showing missed sales in Google Analytics?

[jasonwdexter]

Sit down, this might get a little complicated...

I was approached by a design company to do some SEO work a client of theirs. Usually, this stuff is white label but I have direct contact with the client as the design agency felt it was easier for me to do this.

The website is performing really well and looking at the sales funnel, I'm getting people wanting to buy. BUT, and here's the problem, everything falls apart because of the way the check out works. It's appalling. The customer has to register to buy a product, there's no guest check out or anything. The checkout button is right below the fold and you'd miss it completely if you didn't actually search for it.

Basically, it's losing the client money. Last month alone there were 300~ people entering the conversion funnel and NONE of them complete it.

I've been talking with the design company and they basically saying that it's too much work for them to change it, it's a signed off project blah blah. UI reports have been conducted and sent to them but still nothing.

I have the client asking (a great client, obviously wondering why there is a lack of return on his investment) why he isn't making money. He's asking me because I'm the guy thats meant to be getting him the cash back.

I keep saying to the design agency the problems and that it's never going to make money. The potential is massive. But thats my problem.

Is there ANY way in GA to calculate the missed sales? I know that I can view the total amount made when the customer successfully checks out  but I need figures to present that I'm leading the horse to water, but the check out system is preventing it from drinking.

tl;dr I need to show client/design agency missed sales due to poorly built checkout system.

Cheers!

[DavidKonigsberg]

You need to show them how many abandoned shopping cart views are being generated.  Then i would take your average sales value and multiply it with the amount of abandoned carts to get a figure to show them. (take out some for normal abandon carts for industry )

[Inductive_Automation]

Do you have goals set up for the checkout? With setting goals, you could identify which process of the checkout they are leaving and start with optimizing there.

You could do some research for your niche and find what the industry standard conversion rate is and apply that to your websites traffic and get a loss revenue figure

Visitors x Conversion Rate x Average Order Value = Revenue

Should be pretty straight forward to say hey, your checkout process is losing you $xxx.

However, when you implement the goal tracking, it will only start calculating from that point forward. So for the lost sales, your going to have to manually calculate everything.