E-commerce
Cart Abandonment
When shoppers add products to cart but leave without completing purchase, typically 70% of e-commerce sessions.
Cart Abandonment is when users add items to cart but don't check out. Average rate: 70% across e-commerce. Reasons: Unexpected shipping costs (60%), just browsing (37%), complicated checkout (28%), security concerns (19%). Recovery strategies: Abandoned cart emails (send within 1 hour, 24 hours, 72 hours), Retargeting ads (show cart items with discount), SMS reminders (for opted-in customers), and Exit-intent popups (offer discount before leaving). Attribution: Cart abandonment recovery often shows 10-20x ROAS but is last-touch (customer already aware). Track separately from new customer acquisition. Tools: Klaviyo, Omnisend for email. Meta/Google for retargeting. Recovering 10% of abandoned carts can increase revenue by 5-7%.
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