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Average cart abandonment rates hover around 70%—seven out of ten people who add products to cart never complete purchase. This represents massive revenue leakage, but it's also the highest-leverage optimization opportunity in e-commerce. The abandonment formula is simple: Friction > Motivation = Abandonment When checkout friction (complicated forms, unexpected costs, security concerns) exceeds purchase motivation (want the product, trust the brand), users bail. Reducing abandonment means either lowering friction or increasing motivation at critical moments. Common Checkout Friction Points Unexpected shipping costs: The #1 abandonment trigger. Users add to cart, proceed to checkout, see $15 shipping on a $20 item, and close the tab. Show shipping estimates on product pages or offer free shipping thresholds prominently. Forced account creation: "Create account to checkout" kills 25-30% of conversions. Offer guest checkout with optional account creation after purchase. Complex forms: Every additional form field increases abandonment. Ask only for essentials—name, email, shipping...