The Cart Is the Most Neglected Page in Ecommerce. A Deep Dive with Sylvie Wilson | #664

Went live with Sylvie Wilson this morning. She ran two ecommerce businesses of her own, then built Unicorn Cart to fix a gift with purchase headache, and it's now used by more than 400 brands. We've been into just about every corner of ecommerce on the show, but never the cart.

Her view is that the cart is high intent real estate most brands waste, and it belongs in your CRO work, not just a step on the way to checkout. She wasn't there to sell Unicorn either. She brought real A/B test data, including one brand whose $99 gift threshold beat $120 with a 64% higher AOV. Lower threshold, bigger baskets.

Key moments

03:50 Cart drawer versus cart page
12:59 The cart as a trust builder
19:13 Gift with purchase that actually converts
26:33 A/B testing threshold surprises
31:11 Personalised cross sells that work
38:47 Cart UX and decision fatigue
44:47 Abandoned cart offers without training customers to wait
48:30 Express checkout buttons in the cart

What was your biggest takeaway from this episode?