Every online business has two primary objectives: to get people to visit the site and convert those visitors into customers. Over the years, conversion efforts have evolved from focusing on shopping cart completion to capitalising on every feature of the website to enhance customer experience and maximise conversions. However, these efforts falter at the final hurdle if the customer does not complete payment. Sometimes the reason customers abandon a cart is purely because they change their mind, while consumers will also abandon a cart when the site declines to accept a payment. Not only does …