Approximately 35 percent of online shopping carts are abandoned prior to checkout. Abandoned shopping carts relate directly to lost revenues for a business. It is like a customer walking out of the store, leaving his or her cart full of chosen items. Businesses need to focus on why the customers are virtually walking out of their stores. The problem typically lies in the checkout process and can be fixedby some of the following:

• Make sure the checkout button is easy to find.
• Make sure personal information is safe and the website's security is visible.
• Streamline the checkout process.
• Do not ask shoppers to create an account prior to checkout.

Reflect on these questions:

• Have you ever abandoned a shopping cart? Why or why not?
• Review some onlineretailers to examine their checkout process. Was it difficult or cumbersome?
• Find a site that doesn't follow the preceding recommendations and determine how they can implement a better checkout process.
• As a Business Analyst, what else should you consider when trying to solve the "abandoned shopping cart" problem?