You've done everything right - the product is great, the copy is smooth, and the traffic is targeted.
People add items to their cart, start checkout, then poof they vanish. The problem is those final sixty seconds where excitement turns into abandonment. It simply means something doesn't work at the final part of the process - check out.
Trust signals matter more at checkout than anywhere else on your site. People get nervous entering card details on unfamiliar websites. Missing security badges, unclear refund policies, or surprise fees trigger protective instincts. Even reliable payment processors can't overcome a checkout page that feels sketchy.
The number of form fields directly correlates with abandonment rates. Every additional field is another opportunity for someone to reconsider. Do you really need their phone number? Their company name? Their birthdate? Strip your checkout down to essentials. You can always collect additional information after the sale.
Loading speed becomes critical when someone's ready to buy. That three-second delay while your page loads feels like an eternity to someone with their credit card out. Heavy scripts, unoptimized images, and slow payment gateways turn eager buyers into frustrated abandoners. Speed isn't just user experience – it's conversion rate.
Mobile checkout deserves special attention because typing on phones is annoying. Auto-detect card types, enable autofill, use numeric keyboards for number fields. Small improvements in mobile checkout experience create dramatic conversion improvements. Test your checkout on an actual phone, not just a resized browser window.
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