Cart Abandonment
Definition
Cart Abandonment refers to the action of a shopper adding products to their cart but exiting the site before completing the purchase.
Unlike the “rate,” this term focuses on the individual behavior or event itself.
Good or Bad?
Good?
- There’s nothing good about it unless it gives you insight into shopper hesitation or friction points.
Bad?
- It often reflects confusion, hesitation, or friction in the checkout process.
Why does it matter?
- Each cart abandonment represents a lost sale.
- It’s a signal that something might be off: pricing, trust, unexpected costs, or user experience.
- It’s a chance to improve your funnel and recover revenue.
Common Mistakes
- Assuming cart abandonment only happens due to price.
- Not tracking abandonment behavior in detail.
- Ignoring the impact of slow-loading pages or required logins.
How to Improve It?
- Use reminder tools like abandoned cart emails or browser notifications.
- Allow shoppers to save their cart and return later.
- Add trust signals like security badges and customer support chat.
- Show clear, upfront shipping and return information.
Recommended Plugin
Email Verification for WooCommerce
Encourages real users to complete checkout by reducing fake sign-ups and capturing valid emails for follow-up if they abandon their cart.
Real-World Example
An online electronics store discovered many users left their cart at the shipping step.
They added a “Shipping Calculator” on the product page.
Cart abandonment dropped, and completed orders increased by 17%.
Related Terms
- Cart Abandonment Rate
- Abandoned Cart Emails
- Checkout Abandonment
- Conversion Funnel
FAQs
Is cart abandonment always a lost customer?
Not necessarily. Many shoppers return if reminded or offered a better incentive.
How soon should I follow up after abandonment?
Ideally within the first hour. Then once more within 24 hours.
What causes the most cart abandonment?
Unexpected shipping costs, forced account creation, or too many checkout steps.
