Sometimes the smallest of changes to a website can have a meaningful impact on performance. Small improvements to messaging or the checkout experience can increase average order value (AOV) and reduce checkout abandonment. If you operate a multi-country store, it’s important to regularly check how the site appears in each region using a VPN. Just because something works correctly in the UK doesn’t necessarily mean the experience is the same for visitors in the US or other markets. I've been doing some work for a client recently and the updates to make sure the free-shipping messaging and countdown displayed correctly for US visitors has helped increase the AOV and reduce checkout abandonment.