How to measure purchase abandonment?

How to measure purchase abandonment?

To better understand their clients and online purchasing operations, businesses must analyze purchase abandonment. The deal is considered as having been abandoned when a consumer first expresses interest in making a purchase but eventually decides against it. By studying and evaluating this behavior, businesses may identify problem areas, understand client preferences, and implement effective strategies to lower desertion rates.


Table of Content


Cart abandonment rate

The shopping cart abandonment rate, a crucial metric, reveals the percentage of customers who add items into their cart but then abandon the purchase before completing it. To calculate the rate, divide the total number of started carts by the total number of abandoned carts and increase the result by 100. This figure reveals the effectiveness of the checkout process and aids in identifying areas that require improvement.


Checkout Abandonment Rate

The purchase abandonment rate refers to customers who start the checkout process but do not complete it. To calculate, multiply the total number of started transaction by the total number of abandoned checkouts by 100. This metric helps identify any barriers or issues within the checkout process that may lead to abandonment.


Product Page Abandonment of Rate

The percentage of visitors to a particular product page who do not add the item to their cart or start the checkout process is calculated as the item’s page abandonment rate. This measure assists in identifying possible problems with product details, price, or other aspects that can discourage buyers from making the purchase.


Time Spent on Checkout Pages

Monitoring the average amount of time clients stay on checkout pages can reveal customer engagement levels and possible friction areas. Customers may be confused or have trouble finishing the transaction if they take an exceptionally lengthy time on the checkout pages. Analyzing this measure enables the discovery of options for process efficiency and abandonment reduction.


Conversion Funnel Analysis

The whole conversion funnel should be examined, from the first website visit to the finished sale, to pinpoint the precise points at which buyers lose interest. Businesses may identify locations that see substantial drop-offs and concentrate on optimizing those particular phases to increase total conversion rates by measuring the rate of conversion at each stage.


Exit Intent Tracking

When a user moves their mouse in a way that suggests they want to leave a website, exit intent monitoring technology can identify this. Businesses may attract consumers’ attention at the point of abandonment by introducing exit intent notifications or pop-ups and providing rewards or reminders to entice them to remain and finish their transaction.


Customer Surveys and Feedback

The causes for desertion may be learned a lot by gathering consumer feedback using surveys, afterwards messages, or live chat interactions. Businesses may collect qualitative data that supplements the quantitative measurements and obtain a better insight of consumer behavior by directly interviewing customers about their experiences.

Analytics and E-commerce Tracking Tools

To obtain information on consumer behavior, like rates of clicks, rate of bounces, and time on page, use analytic and e-commerce tracking solutions. Tools like Analytics from Google, Kissmetrics, or Hotjar offer insightful user behavior data that enable organizations to follow certain events, observe user flows, and evaluate the success of their optimization initiatives.


Businesses must measure purchase abandonment in order to comprehend customer behavior and improve their e-commerce tactics. Businesses can gain valuable information and insights by tracking metrics like the rate at which customers abandon their shopping carts, checkouts, product pages, and checkout times, performing conversion funnel analysis, carrying out exit desire tracking, collecting customer feedback and surveys, and using analytics and online shopping tracking tools. With the use of this data, they may pinpoint problems, implement data-driven enhancements, and design a seamless and effective purchase process that motivates customers to finish their transactions.

Author Profile

Varuna Raghav
Varuna Raghav
As a CX and marketing specialist, Varuna Raghav has more than 15+ years of experience to her name. Her enriching input has been valuable to the brands and organizations she's worked with.

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