A little-considered but significant subset of that data is the proportion of abandoned carts.
Any visitor to your website who goes to the trouble, not only to look at your products, but to add them to their cart, proceed to checkout, but then, for one of several possible reasons, fails to purchase.
These abandoned carts represent a significant portion of lost revenue.
Do you have a valid SSL certificate, are you using the https:// protocol by default, and is your cart showing a friendly padlock icon to visitors?
If the honest answer to any of these are no, rethinking some of these components might earn you sales, not just from abandoned carts but also from visitors who never get as far as entering their contact details.
Shopify surveyed a range of online stores and visitors to find that 39% of visitors reported leaving a store after experiencing a technical problem like a crash or network timeout.