The article explores site abandonment, clarifying its distinction from bounce rate. While abandonment is often seen as a negative outcome, not all cases are failures. It identifies common causes of abandonment - such as unclear navigation, the paradox of choice, slow loading speeds, and overwhelming design - and provides contexts where abandonment could be seen positively. Understanding these issues offers paths for UX designers to enhance site usability and conversions, ultimately turning abandonment into an opportunity for improvement.
One critical challenge to conversion is when users do not know where to click next, leading them to abandon the site altogether.
The paradox of choice suggests that as the number of options increases, decision-making becomes more difficult, which can contribute to site abandonment.
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