Abandonment Rate refers to the percentage of users who begin a specific process—most commonly, filling a shopping cart or engaging with a form on a website—but then leave before completing the intended action. This metric is crucial in e-commerce and digital marketing, as it helps businesses understand where potential customers drop off in the conversion funnel and identify friction points in the user experience.
Understanding the abandonment rate allows marketers and UX designers to optimize their websites, checkout processes, or lead capture forms to improve overall conversion rates. By analyzing behavioral data and user feedback, companies can implement targeted interventions, such as simplified checkout processes or personalized re-engagement strategies, to reduce abandonment and ultimately drive revenue.