From Abandoned to Converted Carts: E-Commerce Optimization to Boost Revenue


Leading Online Retailer Seeks to Tackle Abandoned Carts and Maximize Revenue 

Our client, a leading ecommerce retailer of consumer durables in North America, offers a wide range of products to a growing customer base. Despite their success, they faced a significant challenge with high abandoned cart rates, which directly impacted their revenue potential. Recognizing the need for change, they sought to optimize the customer journey from Add to Cart to Checkout. 



Retail & Ecommerce, Consumer Durables



Ecommerce Checkout Optimization, Guest Checkout, Abandoned Cart Management



North America


Optimizing the Buyer Journey from Add to Cart to Checkout to Drive Revenue and Customer Loyalty

  • Increase Revenue: Simplify the checkout process to encourage more customers to complete their purchases, reducing abandoned carts and increasing revenue.
  • Expand Customer Base: Integrate diverse payment options and guest checkout to attract and retain a wider customer base.
  • Improve Customer Loyalty: Enhance the overall shopping experience to foster long-term customer loyalty and repeat purchases.
Business Challenge

Identifying Pain Points in the Customer Journey to Understand the Reasons Behind Abandoned Carts

  • High Abandoned Cart Rate: A complex checkout process led to a high rate of abandoned carts, resulting in lost revenue as well as poor customer experience. 
  • Limited Payment Options: The lack of popular payment gateways and alternative payment methods deterred potential customers, impacting sales. 
  • Friction for New Customers: No guest checkout option – requiring account creation for checkout presented a barrier for new customers, leading to lost sales. 
The Solution

UX Experts and E-commerce Specialists Teamed up to Optimize the Checkout Flow

  • Optimized Checkout Flow: The streamlined checkout process minimized friction points, making it easier for customers to complete purchases, thereby increasing conversion rates and reducing abandoned carts. 
  • Diverse Payment Options: Integration of popular payment gateways such as PayPal, Stripe, and Apple Pay, and alternative payment methods such as buy now, pay later (BNPL) catered to diverse customer preferences, expanding the customer base and boosting sales. 
  • Guest Checkout Functionality: Implementing guest checkout reduced friction for new customers, resulting in higher conversion rates and revenue growth. 
  • Progress Indicators and Call-to-Actions: Clear progress indicators and prominent call-to-actions guided customers through the checkout process, enhancing the user experience and encouraging purchase completion. 
Business Impact

Achieving Remarkable Results Reduced Abandoned Carts and Increased Revenue 

  • Significant Reduction in Abandoned Carts: The optimized customer journey led to a substantial decrease in abandoned carts, as customers encountered fewer obstacles to purchase completion. 
  • Boosted Revenue: The reduced cart abandonment and increased conversions led to a significant revenue boost for the retailer. 
  • Expanded Customer Base: The integration of diverse payment options and guest checkout attracted a wider audience, contributing to business growth. 
  • Enhanced Customer Loyalty: The improved shopping experience resulted in higher customer satisfaction, fostering long-term loyalty and repeat purchases. 
  • Positive Brand Perception: Customers appreciated the streamlined checkout process and convenient payment options, strengthening the brand’s reputation. 

Reducing Friction in Checkout for Long-Term E-Commerce Success

By reducing friction in the Customer Journey from Add to Cart to Checkout, our customers achieved significant business growth through increased revenue, an expanded customer base, and enhanced customer loyalty. The strategic enhancements not only improved the buying experience of customers but also positioned the brand for long-term success in the competitive e-commerce landscape.

Boost your online store’s revenue by harnessing the power of ecommerce checkout optimization. Talk to a Rysun expert.