Description: The abandonment rate is a key indicator in the field of e-commerce that reflects the percentage of visitors who add products to their shopping cart but do not complete the transaction. This phenomenon is crucial for understanding online consumer behavior and can be a reflection of various variables, such as user experience, trust in the site, shipping costs, or the complexity of the payment process. A high abandonment rate can signal problems in the website interface, the clarity of the information provided, or the customer’s perception of value. Therefore, companies must pay attention to this indicator, as a reduction in the abandonment rate can translate into a significant increase in sales and customer satisfaction. Web analytics tools, such as Google Analytics, allow merchants to track and analyze this behavior, facilitating the identification of areas for improvement in the purchasing process. In summary, the abandonment rate is a critical aspect that e-commerce businesses must monitor and optimize to maximize their performance and competitiveness in the digital market.
