Abandoned carts
Abandoned carts are purchases a user starts in an online shop, by adding products to the basket, but does not complete
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Cart abandonment rate, the percentage of carts created that do not end in an order, is one of the standard e-commerce metrics. Commonly cited causes include costs appearing at the end, such as shipping, being forced to create an account, a long or confusing checkout, the preferred payment method being unavailable, security concerns or simply that the person was only comparing.
Some abandonment is unavoidable, but it can be reduced by simplifying checkout, showing costs up front and offering guest checkout. Reminder emails or remarketing are used to recover some sales, provided the person has consented to receive communications.
Also known as
Cart abandonment, Abandoned baskets
Topics