E-Commerce Infrastructure
How to find the causes of cart abandonment
Measure the checkout funnel and prioritize mobile, shipping and payment problems.
· Digital Department
Measure each funnel step
Track product views, add-to-cart, checkout starts and purchases separately. A single abandonment rate does not explain the cause; identify the step and device where losses rise.
Test like a customer
Complete a real mobile checkout journey. Unexpected delivery fees, forced registration, slow forms, unclear returns and payment errors can stop the purchase.
- Show delivery and total cost early
- Consider guest checkout
- Write actionable form errors
- Make support and payment trust cues visible
Change one priority at a time
Changing everything together hides what worked. Start with the largest loss point, then monitor conversion, returns and contribution after the change.