Fact or Fiction? Customer Abandonment is Unavoidable

Fact or Fiction? Customer Abandonment is Unavoidable

It is generally known that abandonment happens all along the customer funnel, from awareness to conversion and even service. But the truth is, you don’t have to accept it as unavoidable. Instead watch for a tell-tale sign of impending abandonment—customer struggle. When customer struggle turns to frustration, customers are more likely to abandon.

Of course, the struggle looks different at different points in the journey. The trick is to identify the friction points along the funnel and map them to effective engagements that can alleviate struggle. In the earlier stages, engagements will be more subtle, while later-stage frustrations will call for a more overt response.

How to Get Started Decreasing Abandonment

Begin by leveraging your customer touchpoints. Talk with the subject matter experts in your contact center about repetitive inquiries or common roadblocks in the customer journey. Why do customers abandon forms or checkouts? Check in with your marketing team to see what campaigns may be under performing. Is it one type of product or one particular promo code? Get curious.

Map each struggle to an appropriate engagement. But don’t bite off too much to start. Think of how you can move them just one step further along the funnel. Use the data you gather to prioritize which struggle points to address first. Then, look at where customers are struggling in each buying stage below: awareness, consideration and conversion:


A common problem with visitors who are new to your site is a high bounce rate. To improve that metric, start with a subtle change in engagement, perhaps a simple greeting or some sales information.

Potential buyers will decide quickly whether your goods or services are relevant to them, so engaging them with helpful content is key.


Friction at the consideration stage is often related to hesitation or indecision in choosing between products. Typically, this means the buyer needs more information and will benefit from proactive outreach such as a buying guide or product comparison.

You can also take this opportunity to guide customers in a buying direction, such as featured or higher-margin products.


According to Forrester Research, abandonment costs brands $18B in yearly sales. Common struggle points here include coupon code errors, complicated forms in the sign-up/checkout process and credit card validation issues.

These frustrations can cause your customers to either call you on the phone (your most expensive channel) or abandon altogether. Use your analytics to identify the most frequent checkout errors, research common ones for your industry, and devise an engagement strategy to address them.

Coupon Code Abandonment Example

Need some help mapping engagements for each stage of the journey? Use this template with an example for Coupon Code Abandonment included. It shows how to map abandonment points to engagement opportunities for each stage of the customer journey.

Fact or Fiction Customer Abandonment is Unavoidable

As many companies are prioritizing digital over other channels, create a plan that addresses abandonments before they happen. By addressing frustration that happens before abandonment, you can move more customers through your buying journey. Download the engagement planner template to get started mapping out your plan.