Surveys, Research & Comparison
When customers drop out of completing a purchase, abandoning their shopping cart or due to click through, it is usually worthwhile investigating why. To calculate the shopping cart abandonment rate, we take the total number of completed sales and divide it by the total number of transactions initiated from that page.
An important metric, the abandonment rate can alert us of poor user experience (UX) or a broken sales funnel, where the customer journey could perhaps do with improvement(s) or re-design. To determine the sticking point, we can look at analytics data and identify precisely where customers are dropping out. Additionally, surveys, research and comparisons to competing sites might provide further clues.