Most checkouts fail in the last three screens. Not because the offer is wrong, but because the last mile asks the person to think more, not less.
This article walks through five friction points, why each one weighs heavier than teams expect, and the smallest test that will move the number.
You'll see how a retailer removed one field and reframed the CTA around outcome instead of action — completed checkouts rose noticeably in three weeks.
Key takeaways
What you will learn.
- Loss aversion outweighs the promised gain in the last mile.
- One extra field costs more than one weaker headline.
- Frame the CTA around the outcome, not the action.
- Test friction before you test motivation.
What to do next
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