Baymard suggests focusing on design, noting that 'if we focus only on checkout usability issues which we...have documented to be solvable, the average large-sized ecommerce site can gain a 35% increase in conversion rate through better checkout design.'
What if shopping cart abandonment is normal for ecommerce, and the real opportunity rests in treating folks who abandon carts like warm leads instead of lost opportunities?
A cart abandonment email sequence is perhaps the most popular and effective way to recover the sale. Familiarity with using default features may hinder optimization, emphasizing the need for early shopper identification and personalized automated emails.
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