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The ‘add-to-cart’ page is used by consumers as a tool for price comparisons, a shopping list or wishlist, a place to refine their product selections, and ultimately to make a purchase. It’s also one of the biggest chokepoints in conversion; these best practices can help compel shoppers to click the Checkout box.
Most retailers are focused, rightly so, on improving cart abandonment rates. But it’s equally important to understand what happens earlier in the process, when more than one quarter of shoppers abandon a site during the checkout process.
