Cart abandonment occurs when a customer adds items to their shopping cart but exits the site without completing the purchase. It’s a major source of lost revenue in ecommerce.
How is Cart Abandonment Rate Calculated?
Formula:
Cart Abandonment Rate = [(Total Carts – Completed Purchases) / Total Carts] × 100
Example Calculation:
If 1,000 carts are created but only 300 purchases are completed:
Cart Abandonment Rate = [(1,000 – 300) / 1,000] × 100 = 70%
Why Does Cart Abandonment Matter?
- Indicates friction in checkout process
- Opportunity to recover lost revenue
- Signals user hesitation or poor UX
Common Causes of Cart Abandonment:
- Unexpected shipping costs
- Complicated checkout process
- Lack of payment options
- No guest checkout
- Site speed issues
How to Reduce Cart Abandonment:
- Offer free or transparent shipping
- Simplify checkout steps
- Add exit-intent popups with incentives
- Trigger cart recovery emails and WhatsApp reminders
- Provide live chat or support during checkout
Rates vary by industry but 60-70% is typical. Lower than 50% is considered strong. Yes, especially when personalized with product reminders and discounts. FAQs:
Take Action
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