Cart Abandonement

Shopping cart abandonment is the term used when a visitor leaves a web site without buying after having put one or several articles in his virtual shopping cart. The shopping cart abandonment definition can be more or less restrictive. Some may count abandonment only if the shopping cart has been referred to.
Shopping cart abandonment reasons can be numerous:

– Ergonomic difficulties in the buying process
– Need of an opinion before checking-out
– High shipping costs
– Lack of trust

Shopping cart abandonment is a central question on ecommerce sites. The shopping cart abandonment rate is generally estimated between 65 and 75% on US ecommerce sites. Shopping cart abandonment can be addressed by usability changes, email actions or site retargeting.

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