Abandonment rate – What is it, definition and concept

The abandonment rate is one that refers to the abandonment that a user carries out when visiting a website, without even browsing any of the pages or sections that make up it. It is a very useful piece of information that is used to assess the rebound percentage and try to solve this problem.

The abandonment rate is one of the data that is taken into account to know the number of users who leave a website. It is also a term that is used to indicate the number of clients that stops counting or acquiring the services of a company.

The emergence and establishment of the Internet, as well as of new technologies, has changed the existing social and business paradigm. Companies make use of online advertising and have a presence on the Internet, even through their own corporate website.

This means that brands are aware of how users behave when they visit their page. There is data as important as knowing the number of individuals who surf the web or who leave it. In the latter case, we talk about the bounce rate or abandonment rate.

Electronic businesses take this data into account, since on many occasions they can find users who have left the page without completing the purchases they were making.

What are the most important reasons why users leave a website?

Several can be given, but the main ones are the following:

  • The process that occurs in an electronic commerce can be too long and tedious. For this reason, the user decides not to buy and abandon the cart to their own devices.
  • The web can take a long time to open and the people who wanted to access it decide to go to the competition. It is very important that a website opens as soon as possible.
  • Another viable option is that customers who are preparing to place an order on a website, realize that the shipping costs are higher than expected and decide to reverse the process.
  • The poor usability of a page can be another reason to abandon it. A user wants to navigate in an accessible way and find the elements they are looking for without complications. If this does not happen, please leave the website immediately.
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Why is it important to know the churn rate?

This data is very prominent, since it allows to know for sure the number of users who leave a web destined to electronic commerce without acquiring anything. In this case, we must value between those who do not buy anything and those who leave the cart, but had chosen items.

Not only is the abandonment rate taken into account in an electronic commerce, but this information also serves to know the bounce rate on a website, when users do not browse any other page, except for the one where they have landed that they end up finally giving up.

Businesses have a number of specific churn rate metrics to take these statistics into account and take steps to improve that data.

How to avoid the churn rate?

A series of guidelines must be taken into account to try to prevent users from leaving a page. The most prominent are these:

  • If a website is slow to load excessively, it will surely have as a consequence the fact that users abandon it. Therefore, it is extremely important to take care of this detail so that it opens quickly.
  • Improving the usability and structure of a page are two things to take into account when creating it, since it will influence the users who visit it. If a person accesses a website and finds it difficult to understand how it is structured and cannot access what they are looking for in a matter of seconds, they will leave the page immediately.
  • Creating good content is another thing that must be done. In addition, it must be relevant information that catches the user’s attention and provides invaluable data.
  • In the case of electronic commerce, it is highly recommended to develop product sheets that are striking and explanatory. In addition, shortening the sales process as much as possible and ensuring that shipping costs are not excessive, will be details to take into account to prevent users from leaving the page they are browsing.
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