Metric · 2 min read
Cart abandonment rate
Cart Abandonment Rate measures how often users add items to their shopping cart but leave without completing the purchase. Learn what it is, why it matters, how to calculate it, and how to reduce abandonment.
Formula
Cart Abandonment Rate (%) = [1 - (Completed Transactions ÷ Initiated Checkouts)] × 100
Example. If 1,000 users initiated checkout but only 300 completed their purchase, the Cart Abandonment Rate would be 70%.
What it is
Cart Abandonment Rate is the percentage of users who add products to their cart but don’t complete the purchase. It’s a key metric for e-commerce businesses to assess checkout friction and improve the purchasing process.
Why it matters
Cart Abandonment Rate helps identify issues in your checkout process, such as high shipping costs, complicated forms, or lack of payment options. A high Cart Abandonment Rate signals areas for improvement that can lead to higher conversion rates and revenue.
How it is calculated
Cart Abandonment Rate is calculated by dividing the number of completed transactions by the number of initiated checkouts, then subtracting that from 1, and multiplying by 100 to get the percentage.
A good value
A good Cart Abandonment Rate typically ranges between 60% and 80%. E-commerce businesses should aim to lower their Cart Abandonment Rate through checkout optimizations and improved customer experience.
A bad value
A Cart Abandonment Rate above 80% may indicate serious issues with your checkout process, such as slow loading times, confusing forms, or unexpected costs.
Do
Use these strategies to lower your Cart Abandonment Rate and improve the checkout experience for your customers.
- 01
Simplify the checkout process
Reduce the number of form fields, provide guest checkout options, and make the payment process quick and easy.
- 02
Offer free shipping or discounts
Unexpected shipping costs are a common reason for cart abandonment. Offering free shipping or promotions can incentivize users to complete their purchase.
- 03
Send cart recovery emails
Use abandoned cart emails to remind users of the items left in their cart and offer them a nudge with a special discount or limited-time offer.
Avoid
Not testing the checkout process, ignoring mobile optimization, and having hidden fees can drive up your Cart Abandonment Rate. Focus on streamlining the process to reduce friction.
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