[citation needed][1] Marketers can count how many of the shopping carts used in a specified period result in completed sales versus how many are abandoned.
[3][4] Around 10 sources of information are used before making a decision when buying online (e.g. webshops, review websites, social networks, and the like).
[5] From both business and scientific perspectives, researchers and practitioners have investigated the problem of online shopping abandonment, trying to understand and address the causes of such low conversion rates.
To understand them, one must examine the cart page, undertake qualitative research, and build a theory as to why this is occurring.
In general, these reasons can be categorized as different risks that affect the user's decision to ultimately complete the purchase, such as:[14] Another problem is that people have too many passwords.
[15] One of the basic causes may also be customers using shopping carts to determine the total price, identify hidden costs, or to serve as an option to store wish lists.
[18] To achieve such optimization, websites use tools such as shopping cart recovery service or adopt strategies that are developed to improve conversion rates.
[19] This is demonstrated by the so-called conversion rate optimization approach, which persuades visitors to purchase through persuasive copywriting, credibility-based web design, and value propositions such as an offer to donate or commit to some positive future action.