Most ecommerce conversion work targets the same moment: the customer who is already close to buying. But the most expensive conversion problems happen before anyone adds anything to cart.

That customer doesn't show up in your abandoned cart report. They just don't show up.

In today's Playbook: 

• Your real conversion barrier is probably invisible to you
• The best experience investments solve a functional and emotional problem at the same time
• The data you collect through the experience is worth more than any third-party signal you're buying
  
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