Data and Audience
In marketing, abandonment refers to a customer leaving a site before completing an in-progress transaction. For example, an online shopper might select items to add to their shopping cart. Abandonment refers to the consumer leaving the site with unpurchased items in their cart. You probably wouldn’t be inclined to walk out of Target and leave a buggy full of items you had collected, but online it’s much easier to do. Common causes of abandonment can be shipping costs or delays, but brands have to ensure they work to minimize abandonment and the loss of revenue that goes along with it.