Anyone that looks at a checkout page and doesn't complete the checkout process within 10 minutes becomes a lead --as long as they've entered enough information to create a lead (a name and an email). Its an effective way to identify new potential customers who are basically 90 percent of the way to a sale and shouldn't need much nudging.

And, because the definition of Lead has expanded to include anyone that is potentially considering buying anything from you (not just potential customers, but existing ones too), this list of abandoned checkouts also includes current customers that are signed into Momence. Nudging them off the fence too represents another revenue source to capitalize on.