Can Your Shopping Cart Abandonment Rate Impact Your Site’s SEO?
The short, but incomplete answer is no, shopping cart abandonment will not lower your rank. However, the complete answer is more along the lines of “it matters what they do after the shopping cart is abandoned.”
Your Shopping Cart Abandonment Rate Will Not Lower Your Rank, But You Should Still Be Concerned
John Mueller has stated pretty explicitly that your cart abandonment rate will not affect your SEO. Nonetheless, this does not mean that you are completely in the clear. Aside from the fact that search engine rank is useless if people don’t buy anything from you, if they are returning to the search engine after visiting your site, it may negatively impact your rank.
LET’S CONSIDER THIS SCENARIO
Mary wants to buy some widgets (she went to business school and can’t get enough of them now). She searched for “best widgets on a budget” and found you at #2. She clicked on your site, added one of your widgets to the cart, but then felt confused by your site’s checkout system. Not wanting to fight to figure it out, she performed another search for “best budget widgets” and clicked on the #3 result, which is one of your competitors.
What message was sent to the search engine? Mary clicked on your site looking for widgets, but had to go back a second time to look for them on another site, which indicates a less-than-ideal user experience. If this happens to your site at a much higher rate than your competitors’ sites, you very well may be negatively impacted.
If You Have a High Shopping Cart Abandonment Rate, SEO Is The Least Of Your Concerns
There’s obviously something wrong with your site. While you don’t want to lose search rank, the bigger problem is that you are losing out on sales. Figure out what is going on and take care of it ASAP.