What Abandonment Rate is: A measure that describes visitor behavior on a website. Specifically, this metric refers to the number of virtual shopping carts deserted before the purchase is completed versus the total number of shopping carts that are started. The rate is calculated by dividing the number of abandoned shopping carts by the total number of shopping carts started.
What Abandonment Rate is not: Exit rate, which is the rate at which visitors click away to a different site from a specific page. Nor is it bounce rate, which is the rate at which your visitors “bounce” off of your site (meaning leave your site) after only viewing one page.
Why Abandonment Rate matters: If your website’s abandonment rate is high, then there is an opportunity to test and optimize the purchase funnel.
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