Cart Abandonment
A customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
In practice
750 out of 1,000 are 'almost customers.' A 10% recovery equals 75 additional purchases with no extra advertising.
Common misconception
'Everyone abandons — it's normal.' True that it's common, but not true that it can't be improved. 15-25% can be recovered.
How to fix it
High abandonment? (1) a surprise shipping cost appearing only at checkout — reason #1, (2) mandatory account creation — a 30% drop, (3) more than 3 steps.
Example
An electronics store found that a $14 shipping fee only appeared at checkout. Adding it to the product page dropped abandonment from 73% to 61%.
Priority
Build an abandoned cart flow from day one: email 1 (1 hour) + email 2 (24 hours) + email 3 (72 hours + coupon).
Related terms
Keep learning. Metrics that touch the same area:
- Abandoned Cart EmailMarketingAn automated email sent to a customer who abandoned a cart. The highest ROI among automations — 5-15% of email revenue.
- ConversionAnalyticsA desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- ATC – Add To CartAnalyticsThe action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
- Open RateAnalyticsThe percentage of recipients who opened the email. Average: 20-25% in eCommerce.
- Click RateAnalyticsThe percentage of recipients who clicked a link. Average: 2-3%. A CTOR (click-to-open rate) of 10-15% is a good target.
Jimmy tracks your Cart Abandonment, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.