What metrics should be calculated to track and measure cart abandonment?


A cart abandonment rate is the percentage of customers who include some products into an online shopping cart but anyhow abandon it before finishing the whole purchase process. 

It represents the rate of interested potential buyers who leave without purchasing any items compared to the total number of carts generated.

To completely discover the impact of cart abandonment on your business, it’s essential to calculate the checkout abandonment rate precisely. It gives you a clear picture of how many shoppers are leaving the checkout process in the middle. 

Cart Abandonment Rate Formula 

The cart abandonment rate formula can be calculated according to the following formula:

This formula lets you discover the percentage of customers abandoning shopping after beginning with checkout. You can use this to identify the loss of average order value, potential revenue because of abandonment, and how much ROI could be recovered by mitigating the abandonment rate. 

Cart Abandonment Metrics that you need to monitor and assess

Take a look at some of the effective checkout abandonment metrics to measure over different sectors.

1. Average AOV (Abandoned Order Value) 

Being aware of the average AOV helps you get a complete picture of how your business is affected financially by cart abandonment. If the AOV is decreased, an increased abandonment rate regarding users may convert to low revenue being abandoned. If the AOV is increased, decreased abandoned carts will get affected greatly on the conversion rates. 

Adjusting the dissimilarity among lost consumers and lost revenue can aid to mitigate the effect of abandonment on revenue, regardless of losing consumers. 

2. Time duration to finish order

Tracking a time duration the average customer takes to purchase anything on the website will aid in discovering methods to mitigate this time. Try to deliver everything customers want for the most efficient user experience. 

Leverage this information to figure out technical issues by separating points in trending data. It will also help you to identify areas that you need to improve in the buying channel that slow down the consumers. 

3. Length of transaction pathway

Monitor a customer’s journey starting from a customer landed on the website to a sale. Gather data on the number of sessions a customer goes through to buy any item, how many website pages a consumer has gone through before buying, and the number of clicks.

If the average is decreased, this is certainly not as crucial as other metrics. But if the average is increased, it shows an issue with your checkout process. This data guides you to lessen the sessions a customer attends to be sure about finishing a buying. 

4. Email obtaining rate

Tracking an email helps you to identify potential shoppers you can get back to the site after they have abandoned the cart. It also indicates the trust users have for your website to provide personal and confidential information. 

When a customer inputs a valid email address, it means he/she allows you to connect with them through an email. Use this as a remarketing tactic and get back your lost sales.

5. Loading time of a checkout platform

Checkout process loading time directly affects customers going ahead in the purchase process. As the speed is increasing, it will attract more consumers to complete the checkout process. 

Boost checkout platform speed to assure that your checkout is as smooth and swift as it could be. Improve the speed so shoppers do not have to delay their checkout. 

6. Average checkout abandonment rate 

To identify the extent of any problem, it is vital to calculate the average checkout abandonment rate after  a certain time. To discover trends and determine how a checkout abandonment impacted your business eventually, it is necessary to analyze the abandonment rate yearly, monthly, and weekly. 

This information guides you to measure the effect of modifications to the checkout process. 

7. Checkout rate at a particular time

Real-time in-depth analytics can aid you to shift immediately, let you grab the best out of a trending ad campaign, or decrease losses incurred due to any technical issues. With the help of the abandonment rate at multiple time points, you can discover keen problems having a serious effect on abandoned checkouts. 

Technical errors, integration issues, and much more can be rapidly determined and empowering customers to resume their shopping. 

8. Section according to device type 

Every device (mobile, web, and tablet versions) has a quite different checkout as they work slightly differently. When you monitor checkout abandonment based on multiple device types, you can determine whether the problem is with only one device type or all the devices. 

Identify if an issue occurs solely with one device type or impacting all the versions of the device. It can help to be focused on the one checkout instead of wasting time on all the versions’ checkout processes. Trace the checkout processes on every type of device and analyze all the platforms. 

9. Recognize the traffic source

With the help of an in-depth analysis of traffic sources, you can get a clear picture of different areas where abandonment is highly affected. You can leverage this data to build user image and determine abandonment trends. 

Utilize these perceptions to separate multiple areas that require more changes for improvement. When you have in-depth data, you can easily isolate them to decide where to give extra effort for the great achievements.

10. Essential form fields

Various form fields in the checkout process directly affect the length of whole payment completion and diverts customers from finishing the purchase. So pay attention to the required fields and remove all the unnecessary stuff that complicates the checkout process. 

Any added detail is a possible reason why any consumer is dropping off. Add the things that matter the most to get customers through payment rapidly. 

Summing Up

The cart abandonment rate is an important metric for online businesses, as it shows the authenticity and allure of the purchasing experience. 

By dealing with your shopping flow hurdles and bettering the customer experience, you can convert your lost sales into new possibilities. 

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