Conversion Metrics
CAR – Cart Abandonment Rate
Definition
The Cart Abandonment Rate indicates what percentage of users fill a shopping cart but don't complete the purchase. On average, 70% of users abandon their cart. Reasons range from unexpected shipping costs and complicated checkout processes to lack of trust.
Formula
Cart Abandonment Rate = (1 − Completed Purchases / Created Carts) × 100Optimization Tips
Show shipping costs early. Offer guest checkout without registration. Implement cart abandonment emails and retargeting. Simplify checkout to a maximum of 3 steps. Offer multiple payment methods.
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