Very often buyers don’t quit because they changed their mind, but rather because something annoyed them. We see this when traffic is strong but completion rates are weak.
- Forcing account creation drops completion by about 18%.
- Each extra required field lowers conversion 5-8%.
- Pages that take over 3 seconds to load see around 20% higher abandonment.
It’s rarely one big issue. It’s tiny speed bumps like extra steps, unexpected fees, slow load, too many form fields etc. Most buyers already decided to go, and checkout just decides if they finish )
