> by the time I'm entering my credit card details, I'm already "converted".
No, when you finish entering your credit card information, you're "converted."
I have been ready to purchase but abandoned orders because I was doing multiple things. By the time I remembered to go back, I didn't feel as strong a compulsion to purchase the product. In some of these cases, if checking out were easier, I would've been done and I wouldn't have felt strongly enough to cancel the order.
Shitty forms cost you money even when it's the last form you have your users fill out.
No, when you finish entering your credit card information, you're "converted."
I have been ready to purchase but abandoned orders because I was doing multiple things. By the time I remembered to go back, I didn't feel as strong a compulsion to purchase the product. In some of these cases, if checking out were easier, I would've been done and I wouldn't have felt strongly enough to cancel the order.
Shitty forms cost you money even when it's the last form you have your users fill out.