Column · abandoned carts
By the checkout, the buyer has decided they want the outcome. What remains is the fear of being wrong — and every additional step is an opportunity to reconsider.
Showing the final total early, allowing purchase without registration, and stating exactly what happens after payment. Certainty is the product at that moment.
Discount pop-ups. They convert the undecided into the suspicious, and they train buyers to wait for the offer.
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