Abandonment Rate

What does abandonment rate mean?

Abandonment rate measures the percentage of interactions or tasks initiated by customers that are not completed. In call centers, it indicates the proportion of calls terminated by customers before reaching an agent. In eCommerce, it indicates the percentage of online shopping carts abandoned before purchase. 

High abandonment rates can indicate specific roadblocks in operations. In call centers, long wait times, insufficient staffing or poor call routing can lead to higher abandonment rates. Technical issues, such as dropped calls or unclear IVR (Interactive Voice Response) menus, also contribute. In e-commerce, complex checkout processes, hidden costs or poor website performance can cause customers to abandon their carts. 

How to reduce abandonment rate

Here are four ways to reduce the abandonment rate: 

• Wait time engagement: Instead of having customers put on hold and make them listen to music, provide interactive options while they wait. This could include filling out preliminary information, playing games or watching informative videos. 
• Virtual queuing: Offer customers a call-back option to keep their place in the queue, allowing them to continue their day without waiting on hold. 
• Omnichannel customer service: Offer alternatives like FAQ chatbots and knowledge bases to help customers find solutions without waiting on hold, reducing call volumes. 
• Realistic ETAs: Inform customers of average hold times to set expectations, reducing customer frustration and making them more likely to stay on the line.