Dashboard Guide 5.2. - Abandoned Cart

Robyn Marais Updated by Robyn Marais

This dashboard provides a detailed view of abandoned ticket purchases — cases where users started but did not complete a ticket transaction. Understanding abandoned carts is critical for improving conversion rates, optimising user experience, and targeting recovery campaigns (e.g., retargeting emails or SMS reminders).

This guide walks you through each key element of the dashboard to explain what the visuals represent and how to interpret the data effectively.

The dashboard enables you to:

  • Track the number and potential value of abandoned ticket purchases.
  • Understand abandonment patterns by ticket type, ticket category, location, demographic, and time.
  • Identify segments (e.g., cities, age groups) with higher drop-off rates.
  • Prioritise recovery campaigns to target high-value abandoned carts.
  • Plan marketing interventions (email, SMS) for cart recovery.

Key Metrics

Abandoned Ticket Revenue: The total potential revenue lost due to abandoned ticket purchases.

Total Count of Abandoned Tickets: The number of individual tickets that were abandoned (not purchased).

Total Count of Users: The number of unique users who abandoned a cart.

Abandoned Ticket By Status

A breakdown of abandoned tickets by their status (e.g., pending, expired).

How to use it:

  • Identify technical or session timeout issues.
  • Understand if users left voluntarily vs technical problems.

Abandoned Ticket Types

A table listing ticket types (e.g., Early Bird, VIP Access) and how many were abandoned.

How to use it:

  • See which products face the highest abandonment rates.
  • Adjust pricing, bundling, or inventory based on interest vs purchase hesitation.

Abandoned Categories

Abandoned tickets grouped by ticket category (e.g., GA, VIP).

How to use it:

  • Determine which access levels are more prone to abandonment.
  • Guide offers or pricing strategy to improve conversion.

Abandoned Tickets by Date

A time series chart showing how abandoned carts trend across days or weeks.

How to use it:

  • Spot spikes related to announcements, price changes, or marketing campaigns.
  • Time recovery campaigns based on user behavior patterns.

Abandoned Cart by City (Top 20)

Cities generating the most abandoned transactions.

How to use it:

  • Localise recovery efforts.
  • Diagnose regional preferences, pricing sensitivity, or event relevance.

Abandoned Cart by Gender

The gender distribution of users who abandoned tickets.

How to use it:

  • Check for demographic skews.
  • Tailor messaging based on who is abandoning more often.

Abandoned Cart by Age

Age groups associated with abandoned transactions.

How to use it:

  • Identify whether younger or older users are abandoning more.
  • Adjust the checkout UX or communication strategy for different age groups.

Abandoned Cart Details

A table listing user-level detail for each abandoned cart, including:

  • Name
  • Email
  • Cellphone
  • Ticket type/category
  • Abandonment date

How to use it:

  • Build direct remarketing lists (email, SMS).
  • Investigate abandonment reasons (if combined with survey or CRM data).
  • Personalize recovery messages with context.

How Did We Do?

Dashboard Guide 5 - YoY Audience Analysis

Dashboard Guide 6 - Payments YoY Analysis

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