There are many reasons for abandoning a shopping cart: let's take a look at the most common in the entertainment sector.
The web user is simply making up his mind. It's possible that, despite having placed their order in the shopping cart, they're still in the decision-making process and haven't yet decided on a cultural outing. This is a crucial moment: the potential buyer is interested in your event, but is still hesitating and wants to compare it with others and/or discuss it with the people who will be accompanying him/her.
Internet users compare prices. If your tickets are sold on different sites, the web surfer may take the time to compare the price of a purchase on your site with that on a retailer's site. Or they may compare the cost of tickets for your show with a show they consider equivalent.
The purchasing process is complex / a technical problem has occurred.
The purchasing process for a show ticket can sometimes be complex (or not very mobile-friendly), requiring a large number of clicks before a reservation can be validated. If you've identified this as a reason, you'll need to work on your purchasing process, but abandoned shopping cart reminder emails can also be used as a lever to help customers finalize their reservations.
A lack of payment options / an incident. Buyers may also abandon their shopping cart because they can't figure out how to use a particular payment method (a credit note for example or a cultural gift voucher), or abandon their shopping cart unintentionally after forgetting to validate their bank's banking security (double validation with a mobile application, for example).
Abandoned cart reminder emails : a suitable mechanism for show business?
