For those of us working in ecommerce, cart abandonment is a huge challenge that we're trying to solve in a number of different ways. The first of which is to understand why people actually abandon in the first place. There's tons of data out there and the answers are pretty consistent. They're not ready to buy, shipping is too expensive or delivery windows are too long, they are asked to create an account, they don't trust the brand with their credit card info. You get the idea and it's all important to solve for.
But we took a more qualitative view of the problem and conducted video interviews with a handful of people to understand why they abandoned their most recent cart.
Okay, maybe those aren't real people.... but the point is clear. Life gets in the way of shopping. What are you doing to remind people they have left something in their cart and bring them back to complete their purchase after their hedgehog has been fed?