A cart abandonment rate is a Key performance indicator (KPI) that can measure insights into how healthy your business is based on completing an order.
Although this metric is limited to the checkout process of your online eCommerce store.
This is the same with a physical store where people try to pick a product and decide to place it back on the shelf.
Having people recognize your brand or the products you offer to solve their problem is not enough, you must be able to convince them to finish their checkout process.
Vibetrace can help you Recover your Abandoned Carts.
And that’s what you call real Business!
What is Cart Abandonment Rate?
Definition of Cart Abandonment Rate
Cart abandonment rate is the percentage of created online shopping carts that are abandoned by customers before completing their checkout process for their purchase.
It is a metric that e-commerce businesses use to measure the effectiveness of their order completion and to identify areas where improvements can be made to increase conversions and sales.
Cart Abandonment Rate Formula
To calculate the cart abandonment rate you need to know:
- number of abandoned shopping carts
- number of initiated checkouts
You can find number of abandoned shopping carts by subtracting number of finished orders from a number of initiated checkouts.
This metric is important and is usually between 60 and 80% for any e-commerce retailer.
Cart Abandonment Rate by Industry
The following shows the average percentage of people who abandon their shopping carts:
| Industry | Average |
| Luxury & Jewelry | 74.88% |
| Home & Furniture | 75.99% |
| fashion, Accessories, and Apparel | 72.74% |
| Beauty & Personal Care | 72.04% |
| Multi-Brand Retail | 67.98% |
| Food & Beverage | 72.26% |
| Pet Care & Veterinary Services | 64.39% |
| Consumer Goods | 52.56% |
The data shows the average cart abandonment rate for various industries, as determined by Dynamic Yield.
The highest rate was recorded in the Home & Furniture industry, at 75.99%, while the lowest was recorded in the Consumer Goods industry, at 52.56%.
The luxury and jewelry industry had an average cart abandonment rate of 74.88%, the fashion, accessories, and apparel industry had an average rate of 72.74%.
The beauty and personal care industry had an average rate of 72.04%, and the food and beverage industry had an average rate of 72.26%.
The multi-brand retail industry had an average cart abandonment rate of 67.98%, and the pet care and veterinary services industry had an average rate of 64.39%.
This data provides insight into the average cart abandonment rates for different industries, which can be useful for e-commerce businesses looking to improve their conversion rates.
How to track Cart Abandonment Rate?
Tracking your cart abandonment rate is a crucial aspect of improving your e-commerce sales. It refers to the percentage of customers who add items to their online shopping cart but then leave your website before completing their purchase.
This metric can provide valuable insights into potential issues with your checkout process, shipping costs, and overall customer experience.
There are several ways to track cart abandonment rate for an e-commerce website:
E-commerce platform: Many e-commerce platforms, like Shopify, Magento, and BigCommerce, have analytics and monitoring tools that allow you to track cart abandonment rates.
Google Analytics: Conversion tracking in Google Analytics can be used to track the number of initiated checkouts as well as abandoned shopping carts. This will display the cart abandonment rate as well as other crucial metrics such as the bounce rate, conversion rate, and revenue.
Surveys: Surveys and feedback forms can be used to collect data on why customers quit their shopping carts. This might assist you in identifying particular problems with your checkout process and making changes.
Tracking pixels: A tracking pixel is a small, transparent picture that can be used to track customer behavior on your website. You can track the number of initiated checkouts and correlate that data with your sales data to discover the number of abandoned shopping carts by installing a tracking pixel on the “Checkout” button.
By using one or more of these methods, you can track your cart abandonment rate and identify areas for improvement in your checkout process.
Want to be up to date with Marketing?
Subscribe to Marketing Automation dedicated newsletter!
Stay connected with what’s really important to optimize your digital revenues.
By clicking the button, you accept our Terms & Conditions. Also you will need to confirm your email address.
How often should you check Cart Abandonment Rate?
The frequency with which you examine your cart abandonment rate will vary depending on the size and complexity of your e-commerce business, but in general, it’s a good idea to do so on a regular basis.
Checking the cart abandonment rate once a month may be sufficient for small firms. However, it may be more helpful for larger firms to review it more frequently, such as weekly or even daily. This will allow you to spot trends and patterns faster and make modifications as needed.
Furthermore, if you are conducting a campaign or introducing a new approach to prevent cart abandonment, you should monitor it more frequently to see the outcomes of your actions and make adjustments as needed.
Cart Abandonment Rate Calculator
Do you want to calculate your cart abandonment rate? Use our simple calculator below.
Simple Cart Abandonment Rate Calculator
Important Things about Cart Abandonment Rate
There are various factors that contribute to an increase in cart abandonment rates
Sending follow-up emails to customers who have abandoned their carts can decrease the abandonment rate: Decreasing your abandonment rate leads to an increase in revenue for your business. When more people complete their orders, you will have more closed sales.
Use to gain insight into the purchasing habits of website visitors and customers: It is essential not to overlook anything when trying to improve your business processes and products. Understanding your customers’ habits and behaviors is crucial for identifying areas to improve your product or discontinue those that are not beneficial to your business.
Evaluates the ease of use and credibility of the checkout process: The cart abandonment rate provides insight into the effectiveness of your business’s checkout process for customers. A high rate indicates the need for improvements. Optimizing the checkout process for ease of use can be achieved through various methods.
Related to the overall customer experience journey: A customer’s journey begins when they encounter your advertising campaigns and navigate your website to view your offerings.
Adding products to an online cart is a step in the process, but it is not complete until the customer completes their order.
A high abandonment rate can indicate difficulty for customers to have a positive experience throughout the process, from browsing to checking out.
Metrics related to Cart Abandonment Rate
In addition to the cart abandonment rate, there are several other metrics that e-commerce businesses should consider when evaluating the performance of their website and checkout process:
Average Order Value
Revenue per Visitor
The amount of revenue generated by each visitor to the website.
Time on Site
The amount of time visitors spends on your website.
Repeat Purchase Rate
The percentage of customers who make more than one purchase from your website.
Vibetrace offers omni-channel marketing automation solutions to help you recover carts that are abandoned.
Vibetrace has designed a special library of subject lines for cart recovery and email design ideas. A subject line or email content would be very helpful to boost sales from the abandoned cart.
Vibetrace thinks abandoned cart is vital to generate revenue. Start using Vibetrace today and fill the order from idle carts.
