Web Design and Digital Marketing
The cart is a waiting room. Do not make people uncomfortable.
Reducing the friction between "add to cart" and "buy."
Cart optimization is reducing the hesitation that happens between adding an item and starting checkout — surprise costs, unclear next steps, and second-guessing.
How Field Theory helps
- We surface shipping, totals, and policies early so there are no late-stage surprises.
- Cart design reinforces confidence and makes the path to checkout obvious.
- We instrument the cart so we can see exactly where and why people drop.