Cart Abandonment and Checkout Friction
The phenomenon of shoppers adding items, sometimes reaching the payment page, and leaving before completing, which affects the great majority of carts globally.
Analogy Mental model
A customer pushes a full trolley to the till, sees a long queue and an unexpected bag charge, abandons the trolley in the aisle, and walks out.
In practice What you actually do
Search teams should care about this because moving abandonment down by ten points raises revenue from existing traffic by roughly a third. Address the three dominant causes: surprise shipping and tax at the final step, forced account creation, and a checkout that offers no express wallet payment.
Where people get burned Pitfalls
Keep the checkout free of navigation, promotional pop-ups, and anything that invites the buyer to leave. Every exit available at the payment step is an opportunity to lose a sale that acquisition already paid for.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →