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Cart Abandonment Rate Definition
Cart abandonment rate is an e-commerce metric that tracks how often users initiate checkout by adding products to their cart but fail to complete the transaction. High abandonment rates indicate friction in the checkout process or hesitation to purchase.
How Cart Abandonment Rate Works
- E-commerce platforms track cart activity and purchase completion.
- Users who exit before buying are counted as abandoned carts.
- Marketers analyze reasons (e.g., shipping costs, complex checkout).
- Retargeting and cart recovery strategies aim to reduce abandonment.
Example of Cart Abandonment Rate
An online store notices a 70% cart abandonment rate and introduces free shipping offers and exit-intent pop-ups to boost conversions.
Why Cart Abandonment Rate Matters in Advertising
- Highlights lost sales opportunities and conversion barriers
- Informs improvements to checkout processes and incentives
- Reducing abandonment boosts revenue and campaign ROI
- Essential for optimizing e-commerce advertising performance
