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Freemium
Intermediate
The deepest independent usability research base on why carts get abandoned - the '70% abandonment' figure and specific checkout friction points cited across the CRO industry trace back to this research.
E-Commerce Cart & Checkout Usability Research
From baymard.com by Baymard Institute
- Roughly 70% of online shopping carts are abandoned before checkout, aggregated across dozens of studies (Baymard estimate, moves over time).
- Fixing documented checkout usability issues can meaningfully lift conversion - Baymard's own research cites gains approaching a third.
- Surprise extra costs and complicated/lengthy checkout forms are among the single biggest named reasons shoppers abandon.
