Checkout abandonment (aka cart abandonment) means that you’re losing a visitor in the cart or checkout of your site.
Actually, you’re not losing just a visitor. You’re losing a buyer. Think about it. They’ve added something to their cart and many of them have even proceeded to the checkout. They weren’t your average visitor anymore. These people wanted to BUY something from you. And yet, they didn’t.
According to a recent study
by the Baymard Institute, a sad 68% of all e-commerce visitors abandon their shopping cart. That’s almost unbearable. On average, more than two-thirds of all visitors go through the trouble of finding the right product, adding it to their cart, maybe even starting the checkout, but still don’t complete the purchase.