The Abandoned Products report displays products that visitors most frequently added to their shopping cart but did not purchase. Use it to investigate the reasons, such as poor creative, pricing, or complex forms or processes, why visitors abandoned these products. For information about use cases and KPIs, see the following topics:
- High abandonment indicates a pricing or process problem
- Frequently, visitors use their cart as a placeholder for items that they like. Abandonment might indicate that competitive price pressure is occurring. Consider reducing the price or offering promotions to induce conversion. Alternatively, visitors might have issues with the checkout/application/booking process. Investigate process abandonment to address issues with key site processes by using Product Categories, TruePath, Clickstream, or Forms reports.
Abandoned Products report use case
Your task is to analyze which products are most often abandoned on your company website. Based on this data, you plan to complete a pricing comparison analysis, review customer reviews for these products, and optimize your website.
You view the Abandoned Products report for the previous month. You find that four of the items that are listed in the report are available on three of your competitors' websites. You discover that these websites sell these products at a reduced rate of 5-10% compared to your website. You read customer reviews for each of these products on your website and discover that two of these products have many negative reviews that are related to product quality. Based on your findings, you plan to work with your merchandising team to reprice these products to decrease abandonment. You also plan to remove the two products that generated the most negative reviews.
Key performance indicators for the Abandoned Products report
Focus on the following key performance indicators when analyzing data in the Abandoned Products report:
The Abandoned Products report provides the following metrics in the default view.
- Items Abandoned
The number of items that were added to shopping carts that were either removed from the cart or were part of an order that was not completed within a session during the selected time period.
- Abandoned Sales
The total value of sales lost on items abandoned during the selected time period.
- Average Abandoned Item Price (Abandoned Sales / Items Abandoned)
Average Price of all abandoned items during selected time period.
Additionally, if you edit Abandoned Products report, you can add these metrics.
- Abandonment Rate
The ratio of items that are abandoned to all items placed in a shopping cart: Abandoned Items divided by Carted Items.
- Unique Abandoners
The number of unique visitors who abandoned one or more shopping carts.