Calculate the Abandonment Rate:
Use the responses from the columns "[Column with total task starts]" and "[Column with total task completions]" in the attached CSV to calculate the Abandonment Rate using the following formula:
Abandonment Rate = ((Total Task Starts − Total Task Completions) ÷ Total Task Starts) × 100
Where:
Total Task Starts = number of participants who began the task
Total Task Completions = number of participants who successfully finished the task
After calculating the Abandonment Rate, report where it lands on the following scale:
Very Good = below 10%
Good = 10–19%
Average = 20–29%
Poor = 30–39%
Very Poor = 40% and above
Next, analyze the responses in the column "[Column with qualitative explanations]" in the CSV to identify common reasons for abandonment and provide clear, actionable suggestions for how the Abandonment Rate could be reduced.
Abandonment Rate — Example Report
Summary
Abandonment Rate: 26.0% → Average
Total Task Starts: 200
Total Task Completions: 148
Total Abandons: 52
Calculation
Abandonment Rate
=
(
200
−
148
)
200
×
100
=
52
200
×
100
=
26.0
%
Abandonment Rate=
200
(200−148)
×100=
200
52
×100=26.0%
Scale placement: 26.0% falls in Average (20–29%).
Key Breakdowns (from CSV)
By device
Mobile: 120 starts / 78 completions → 35.0% abandon
Desktop: 80 starts / 70 completions → 12.5% abandon
By funnel step
Product → Cart: 200 → 180 (10% step abandon)
Cart → Shipping: 180 → 150 (16.7% step abandon) ← largest drop
Shipping → Payment: 150 → 148 (1.3% step abandon)
Qualitative Insights (theme analysis of explanations column)
Top themes and share of mentions:
Shipping cost surprise / fees revealed late — 38%
“Total jumped at shipping—closed the tab.”
Forced account creation — 22%
“Didn’t want to make an account to check out.”
Promo code failures / unclear rules — 18%
“Code said valid but wouldn’t apply.”
Slow load on mobile during shipping step — 12%
Unclear delivery dates / options — 10%
Recommendations (prioritized)
Expose shipping estimates earlier (PDP/cart) and show taxes/fees preview → reduce cost-surprise exits at Shipping.
Offer guest checkout and defer account creation until after purchase.
Harden promo-code logic & UX: real-time validation, clear eligibility copy, and error messaging.
Speed up Shipping step on mobile: defer noncritical scripts, image compression, and cache address lookups.
Clarify delivery timing with a simple “Arrives by” range and defaulted best option.
Next Checks
A/B test early shipping cost preview; target ≤20% overall abandonment (move into Good).
Monitor mobile Largest Contentful Paint and checkout JS errors on the Shipping page.
Track abandonment by traffic source to spot coupon-heavy segments with higher drop-off.