A/B Test Your Way to More Recovered Carts 🧪

Author

Victor Godsk
September 25, 2025

Hey, it’s Victor here from Obzia.

You probably already know that Abandoned Cart + Checkout flows are some of the biggest revenue drivers in ecommerce email.

But most brands set them up once… and never touch them again.

That’s a huge growth killer.

We’ve run hundreds of A/B tests across ecommerce brands, and almost every time, the biggest revenue jumps come from these flows.

Cart + Checkout flow revenue last 90 days for a client.

The 9 Tests That Actually Matter

You don’t need to lose your hair running 47+ new tests every month.

These 9 tests will cover 95% of the upside you’ll achieve in your Abandoned Cart + Checkout flows.

  • Time delay tests – how soon should the first email go out?

  • Angle tests – prioritize benefits vs. answering FAQs.

  • Design vs. plain text – sometimes less is more.

  • Subject lines – curiosity, urgency, personalization… test them all.

  • Offer tests – discount vs. free shipping vs. no offer.

  • Product recs – include them in subsections or skip them entirely.

  • Order of emails – does urgency work best earlier or later?

  • Amount of emails – sometimes 4 is enough, sometimes people still convert at email 7.

  • Cart urgency vs. supportive tone – push harder, or play nice and offer support.

Run these tests, look at the data, and keep the winners.

Why This Is So Important

Abandoned Cart + Checkout flows are already hitting the hottest leads you’ll ever get.

Think about it…

You’re talking to people who literally were one or two clicks away from spending their money on your product.

So if you can squeeze even 10-20% more performance out of these flows, that can quickly compound into hundreds of thousands in extra revenue over time.

Most brands never find those wins. Test, test, test.

My Favorite Email of the Day

The email: Click here to view »

Subject line: Upgrade your libido now 🍆

The brand: JoyMode

My thoughts: This is how you make a product-focused email interesting. Clean email layout. Great use of infographics. Makes it easy to scan the email and understand exactly how (and why) this product helps you.

Have a great rest of your Thursday!

Until next time,
Victor from Obzia

P.S. click here to get a free audit of your email marketing account.