Baymard’s 14 years of checkout usability research unpacked
What 14 years of checkout usability data tells merchants about abandonmentA 70.19% cart abandonment rate is not a rounding error. It is the current global average tracked by Baymard Institute across 14 years of large-scale checkout usability research, and it...
The EAA is enforceable: what your checkout must fix now
The EAA deadline has passed and your checkout funnel is in scopeSince 28 June 2025, the European Accessibility Act is enforceable law across every EU member state. For Dutch and Belgian merchants who have been treating this as a future compliance task, that future has...
Kruidvat’s headless rebuild keeps conversion at the core
Kruidvat’s redesign shows how to modernise without sacrificing conversionWhen one of the Benelux’s largest drugstore chains rebuilds its webshop from scratch, other merchants should pay close attention. Kruidvat has launched a fundamentally new site built...
Fix the card management leak losing your returning customers
The stored card edit flow that quietly kills repeat purchase conversionMost merchants optimise the acquisition funnel obsessively and leave the account management layer almost entirely untouched. That asymmetry has a real cost, and Baymard Institute has now put a name...Other articles
Why checkout experience is the conversion lever retailers underestimateIn Conversion- What shoppers actually want at checkout to stay loyalIn Conversion
Checkout as brand experience: what merchants keep getting wrongIn Client experience- Nearly half of shoppers still drop off after reaching checkoutIn Conversion
- Why slow checkout load times are silently killing your conversionIn Conversion