Cart Abandonment Rate

The cart abandonment rate measures the percentage of sessions with an add-to-cart that do not convert into an order. The e-commerce average is about 70%, meaning 7 out of 10 visitors who add a product to their cart leave without buying.

The main causes are: shipping costs discovered late, checkout process too long, mandatory account creation, lack of trust (payment security), or simple hesitation.

To reduce abandonment: display shipping costs early, offer guest checkout, add trust badges, and set up automated email recovery sequences. Fullmetrix tracks the abandonment rate and analyzes it by device, traffic source, and cart value.