An e-commerce company wants to target users who abandoned their carts in the last 7 days for a discount campaign. What audience criteria should be defined?

Question

Options

• AVisitors who browsed products but didn't add to the cart
• BVisitors who added items to the cart but didn't complete checkout
• CAll visitors in the last 7 days
• DVisitors who completed checkout in the last 30 days

• A
  8% (2)
• B
  73% (19)
• C
  4% (1)
• D
  15% (4)

Explanation

Option B is correct because cart abandonment specifically means a user added items to their cart but left before completing the purchase - these are high-intent customers who are ideal targets for a discount nudge to push them over the finish line.

• A is wrong because browsing without adding to cart shows interest, not purchase intent - these users never reached the cart stage, so they aren't cart abandoners.
• C is wrong because "all visitors in the last 7 days" is too broad and wastes ad spend on people who may have already purchased or who have low intent.
• D is wrong because users who completed checkout already converted - giving them a discount retroactively makes no business sense and doesn't recover lost revenue.

Memory tip: Think of the funnel - Browse → Add to Cart → Checkout. Cart abandonment lives exactly between steps 2 and 3, so the audience must have completed step 2 but not step 3.

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