KPIs for Product Managers

KPIs for Product Managers: shopping cart abandonment

In this article, we explore the key performance indicators (KPIs) that product managers should track to reduce shopping cart abandonment rates.

If you are a product manager responsible for an e-commerce website, one of the most critical metrics that will determine success is the shopping cart abandonment rate. Shopping cart abandonment occurs when a customer adds items to their cart but leaves the website without completing the purchase. This can have a significant impact on e-commerce businesses, resulting in lost sales, lower customer retention, and decreased revenue. In this article, we will explore the importance of understanding shopping cart abandonment and how to use key performance indicators (KPIs) to measure its impact and strategies to reduce it.

Understanding Shopping Cart Abandonment

Definition and Importance

Shopping cart abandonment is a prevalent metric in the e-commerce industry. It is the percentage of customers who add items to their cart but leave the website without completing the purchase. The reasons for cart abandonment may vary from one customer to another, such as unexpected shipping costs, complicated checkout process, or inconvenience. However, measuring cart abandonment is crucial to determine the effectiveness of your e-commerce website and identify issues that need improvement.

Shopping cart abandonment is a significant concern for e-commerce businesses. According to a study by Statista, the average shopping cart abandonment rate in 2020 was around 88%. This means that for every 100 customers who add items to their cart, only 12 complete the purchase. This high rate of abandonment can have a severe impact on the success of your business.

Common Reasons for Abandonment

One of the best ways to reduce shopping cart abandonment rates is to understand the reasons behind it. Some of the most common reasons that customers abandon their carts include:

  • Unexpected fees or shipping costs
  • Complicated checkout process
  • Lack of trust built up with the retailer
  • Inconvenient payment options
  • No clear pricing or shipping information
  • Concerns about security

Addressing these concerns can significantly reduce your shopping cart abandonment rate and improve customer satisfaction. For example, offering free shipping or providing clear pricing information can help customers feel more confident in their purchase decision.

Another common reason for cart abandonment is a lack of urgency. Customers may add items to their cart with the intention of purchasing them later but forget about them. Offering limited-time discounts or reminding customers of items left in their cart can create a sense of urgency and encourage them to complete the purchase.

Impact on E-commerce Businesses

Shopping cart abandonment can have a significant impact on the success of your e-commerce business. Unrestrained abandonment can result in lost sales, lower customer retention, and reduced revenue. However, measuring shopping cart abandonment rates can provide insight into the performance of your website at every stage of the checkout process. With reduced abandonment, you can increase sales, customer loyalty, and generate more revenue.

Reducing shopping cart abandonment rates requires ongoing effort and attention to detail. Continuously monitoring and improving your website's checkout process can help ensure that customers have a positive experience and are more likely to complete their purchase. By addressing the common reasons for cart abandonment and providing a seamless checkout process, you can increase customer satisfaction, loyalty, and revenue for your e-commerce business.

Key Performance Indicators (KPIs) for Product Managers

As a product manager, it is essential to keep track of the performance of your website or e-commerce platform. Key Performance Indicators (KPIs) are a set of measurable metrics that can help you track your website's success and identify areas that need improvement. Here are some crucial KPIs that every product manager should monitor:

Conversion Rate

The conversion rate is a crucial KPI that measures the percentage of customers who complete a purchase. It is a simple metric that can indicate the overall health of your website and the effectiveness of your marketing campaigns. To calculate the conversion rate, divide the total number of visitors by the number of customers who make a purchase from your website. A low conversion rate can indicate that your website needs improvement in its design, payment process, or offering pricing models.To improve your conversion rate, you can consider A/B testing different designs or pricing models, creating more targeted marketing campaigns, or improving the overall user experience of your website.

Average Order Value (AOV)

The AOV is the average amount spent per order by a customer. It is an essential metric that can help you determine the overall spending habits of your customers and identify areas to improve revenue. You can calculate the AOV by dividing the total revenue by the number of orders.To increase AOV, you can consider offering attractive discounts, free shipping, or bundling products. You can also consider cross-selling or upselling products to your customers.

Customer Lifetime Value (CLV)

Customer Lifetime Value is the total value of an average customer's transactions with your business. The metric encompasses several aspects of the customer experience, including repeat purchases, customer support, referrals, and brand loyalty. Increasing the CLV of a customer can be achieved in several ways, such as providing targeted promotions, demonstrating strong customer support, and creating a seamless customer experience across all touchpoints.To improve the CLV, you can consider implementing a loyalty program, offering personalized recommendations, or creating a referral program.

Cart Abandonment Rate

The cart abandonment rate is the percentage of customers who leave your website without purchasing items after adding them to their cart. It is a critical metric that can help you identify issues in the user experience or pricing models.The higher the cart abandonment rate, the more crucial it is to diagnose the problems and implement changes to improve the user experience. Features such as the ability to save the shopping cart, users signing in, and natural language processing are simple solutions that can reduce cart abandonment rates.

Checkout Completion Rate

The checkout completion rate measures the percentage of customers who complete the checkout process successfully. Monitoring this metric can identify issues in the checkout process that are preventing customers from completing their purchase.Improving the checkout process's speed, offering different payment options, and simply asking users to make an account may make the customer feel comfortable. High the completion rate, the better the checkout process and the higher the satisfaction of the customers.In conclusion, monitoring KPIs can help product managers identify areas of improvement and optimize the overall user experience. By tracking these metrics, you can make data-driven decisions and improve the performance of your website or e-commerce platform.

Strategies to Reduce Shopping Cart Abandonment

Shopping cart abandonment is a significant concern for e-commerce businesses. According to a study, the average cart abandonment rate is 69.57%. This means that for every ten customers who add items to their cart, only three complete the purchase. This can be a significant loss for businesses, as they lose potential revenue and customers. However, there are several strategies that businesses can implement to reduce shopping cart abandonment rates.

Streamlining the Checkout Process

The checkout process should be simple and intuitive. The customer should be able to complete the process in as few steps as possible. Reducing the number of hurdles for the users and making the checkout process user-friendly are two of the most essential considerations for product managers looking to reduce cart abandonment rates.

Investing in a one-page checkout process can provide greater ease to the user and ultimately reduce abandonment rates. A one-page checkout process allows the user to see all the necessary information in one place, such as the order summary, shipping address, and payment details. This can reduce confusion and make the checkout process more efficient.

A guest checkout option can also be beneficial to users who do not want to create an account. By offering a guest checkout option, users can complete their purchase quickly without having to provide personal information or create an account. This can be especially useful for users who are making a one-time purchase and do not want to receive promotional emails or newsletters.

A save-for-later feature can also be helpful for users who are not ready to complete their purchase. This feature allows users to save items in their cart for later, making it easier for them to return and complete the purchase at a later time.

Offering Multiple Payment Options

By providing a variety of payment options, you are improving the probability of converting users into customers. Instead of only offering a single payment option, providing multiple payment options allows the user to select a payment option they prefer. This can be especially important for users who do not have a credit card or prefer to use alternative payment methods.

Enabling payment options such as JCB, American Express, Apple Pay, Paypal, and other mainstream payment methods can help increase conversion rates and positively affect the customer experience. It is also essential to ensure that the payment process is secure and that users can trust the website with their personal and financial information.

Providing Clear Pricing and Shipping Information

Information is key. Providing users with a clear understanding of any extra costs, such as shipping fees, taxes, or handling charges, is key to reducing shopping cart abandonment rates. It prevents confusion and surprises on the customer's part that may lead to increased abandonment rates.

Displaying estimated delivery date, processing time, delivery cost, etc., can be essential to providing customer assurance and positively affect the checkout process. Providing customers with a clear understanding of the pricing and shipping information can help them make informed decisions and reduce the likelihood of cart abandonment.

Implementing Exit-Intent Popups

An exit-intent popup is a dialog box that appears just as a user is about to leave your website. This popup can be an effective way to capture the customer's attention and prevent them from leaving the website successfully. The exit-intent popup can have several purposes, such as offering a discount or free delivery, adding an item to the user's cart, or asking the user to send a reminder email to the user.

Exit-intent popups can be an effective way to retain customers who are about to leave the website without completing their purchase. By offering a discount or free delivery, businesses can incentivize users to complete their purchase and reduce cart abandonment rates.

Retargeting Abandoned Carts

Retargeting abandoned carts is a popular strategy to reduce cart abandonment rates. Retargeting campaigns use the customer's behavior on the website to create an ad group that displays relevant information based on the user's previous interaction with the website.

For example, if a user abandoned their cart, they might see ads for the items they left in their cart to remind them of an unfinished purchase. Retargeting can continue for seven to thirty days after the initial cart abandonment, increasing the likelihood of converting the user into a customer.

In conclusion, reducing shopping cart abandonment rates is essential for e-commerce businesses. By streamlining the checkout process, offering multiple payment options, providing clear pricing and shipping information, implementing exit-intent popups, and retargeting abandoned carts, businesses can improve the customer experience and increase conversion rates.


Overall, reducing shopping cart abandonment rates is crucial for improving the success of your e-commerce website. Understanding the reasons for abandonment, measuring key performance indicators, and implementing strategies to prevent abandonment can provide significant growth for your business. By improving the user experience and promoting user trust and comfort, you can achieve a significantly lower cart abandonment rate; resulting in better revenue, retention and overall business growth.