Cart abandonment rate is reviewed to discern why a user might decide to abandon the purchase after first choosing to begin the process. The amount of times that different users do so within any given period is analyzed to see where changes could be made to deter it.
High cart abandonment rate may indicate a problem in completing the purchase or unrealistic expectations of the visitors. This can be a source of major improvement of conversion rate if the cause of the problem can be removed. E-commerce sites should watch this rate carefully and react instantaneously.
Visitors that abandon cart are frequently targeted by remarketing campaigns offering incentives to complete the purchase. For more on