What is Abandonment?



Abandonment is when somebody comes to your website, browses around, adds something to the cart, and then leaves without making a purchase.

There are two main types of abandonment: browse and cart.

Browse abandonment is when somebody comes to visit your website, browses products, takes a look at them and then leaves without making a purchase.

Cart abandonment is when a customer goes a little further down the funnel. They actually view the product page, add the product to the cart and then abandon it.

According to statistics compiled by the Baymard Institute two-thirds of shopping cart transactions are abandoned.

Abandonment is natural, it is a part of running an e-commerce business today. The goal of every business is to reduce it, but it’s also an opportunity to follow up with people with targeted relevant messaging. And generally those emails you send to people who have abandoned a cart or a product page are potentially profitable emails and something to focus on. 

How to reduce the cart abandonment rate?

To reduce the percentage of ‘Abandoned carts’ you should: 

  • Send abandoned cart reminder emails
  • Offer your potential buyer convenient payment methods and profitable shipping methods 
  • Give customer personalized recommendations by email for related products or similar products that are most likely to interest them.
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