B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
19%
19% -- checkout abandonment rate due to distrust for US online shoppers (2025)
19% of US online shoppers had abandoned an order because they did not trust the site with their credit card information.
- Baymard Institute checkout research looking only at fixable abandonment reasons rather than the 'just browsing' group
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
19%
Unit
Percentage
Data Vintage
2025
Entity
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Baymard Institute
Primary
Tier B
https://instacopy.ai/blog/aidca-copywriting-formula/ ↗
Source Article
AIDCA Copywriting Formula Explained With Examples - Instacopy
AIDCA is the AIDA copywriting formula with one extra step: conviction. That single addition is what makes it work on people who have never heard of you, because it forces you to prove the claim before you ask for the click.
Most copy skips it. It grabs attention, builds interest, stirs desire, then …
Original Research
Baymard Institute
· Original study ↗
Methodology
Baymard Institute checkout research, fixable abandonment reasons only
Methodology documented
Segmentation
IndustryRetail
RegionUS
Channelmulti-channel
Cite this stat
Plain Text
US online shoppers: 19% checkout abandonment rate due to distrust. Source: Baymard Institute (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/checkout-abandonment-distrust-19-percent
HTML Embed
<blockquote cite="https://lighthousedata.io/data/checkout-abandonment-distrust-19-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>19%</strong> -- checkout abandonment rate due to distrust for US online shoppers<br><small>Source: Baymard Institute (2025) · <a href="https://lighthousedata.io/data/checkout-abandonment-distrust-19-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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