Checkout Abandonment Rate

Discover how Checkout Abandonment Rate tracks the percentage of users who start but don’t complete the checkout process. Learn how to monitor, analyze, and reduce this rate to increase completed transactions and revenue.

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KPI Details for Checkout Abandonment Rate

Category	Marketing, Ecommerce
Type	Lagging Indicator
Calculation	Checkout Abandonment Rate (%) = ( Checkout Initiations−Completed Transactions / Checkout Initiations ) × 100
Measure	Tracks the percentage of users who start the checkout process but leave before completing the purchase, helping identify friction points at the final step.
Data Sources:	Shopify, WooCommerce, BigCommerce, Google Analytics, Klaviyo, Magento, Hotjar.
Frequency	Tracked weekly or monthly to monitor checkout health and optimize conversion paths.

Example target

Reduce checkout abandonment rate by 10% in Q3 by minimizing form fields, offering multiple payment options, and improving trust signals during checkout.

Example Reports Use Case

A CRO (Conversion Rate Optimization) Specialist tracks Checkout Abandonment Rate to identify where users drop off during the payment process. If abandonment is high, they may A/B test different checkout layouts or enable express payment methods.

KPI Example

Best Practices for Checkout Abandonment Rate

Streamline Checkout Design

Use a clean, distraction-free layout with minimal steps to complete a purchase.
Provide Multiple Payment & Shipping Options

Offer flexible payment gateways and delivery choices to accommodate different preferences.
Display Security & Trust Badges

Reassure customers with visible SSL certifications, return policies, and secure payment messaging.
Enable Progress Indicators

Show users where they are in the checkout process to reduce uncertainty and improve completion.

What is Checkout Abandonment Rate

Checkout Abandonment Rate is a key performance indicator (KPI) that measures the percentage of online shoppers who begin the checkout process but leave the site without completing their purchase. It highlights how effectively the checkout flow retains customers and where potential friction points may exist, such as payment steps or shipping options. A high checkout abandonment rate suggests problems or frustrations within the checkout process, while a lower rate indicates a smoother, more user-friendly experience. Unlike cart abandonment, which occurs earlier, checkout abandonment specifically tracks drop-offs during the final purchasing stages, making it critical for optimizing e-commerce conversions.

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