Consider everything that goes into bringing a prospect to the cusp of conversion. The brand introduction is courtesy of a display advertisement
, a committed SEO campaign, or a costly influencer deal. The impactful pitch stems from finely-honed copy and a well-designed website. The value proposition is honed through extensive research, development, and competitor comparison. So many points add up to push the shopper ahead.
Contrary to popular assumption, these things don't suddenly become immaterial at the checkout stage. They all factor into the final decision, with the shopper thinking back on everything
in an effort to determine their willingness to pay. It's possible for them to reconsider their view in hindsight, wondering if maybe the pitch copy wasn't
quite as airtight as they first thought.
Due to this, being able to push leads isn't enough to inspire confidence in your funnel. It needs to be able to push conversions
. So if you're seeing many shoppers abandon their carts, you may want to put some time into assessing the entirety of your sales funnel, aiming to make it as cohesive and polished as you can. This should significantly help your fortunes.