Reasons for shopping cart abandonment
Don't make the mistake to think that cart abandonment is a phenomenon that is outside of a merchant's control. At such an advanced stage of the customer journey, the probability of a purchase being completed is extremely high.
And yet there is an abandonment rate of about 70%…
The shop visitor who finally decides to abandon the shopping cart has a reason for that. If in doubt even several. Otherwise he would not leave the buying process.
And it is exactly these problems of the shopping cart abandoners that merchants have to recognize in order to provide suitable solutions and satisfy the customers. Consequently, a basic understanding of the reasons for cart abandonment is required in order to subsequently reduce the abandonment rate.
The good news: Shopping cart abandonment is not a black box. The reasons for abandonment are manifold and complex. Nevertheless, they are predictable. Consequently, they can also be categorized into their causes.
Why do customers leave the shopping cart? Reasons for shopping cart abandonment are technical problems, poor user experience design and last but not least personal motives of the cart abandoner.