The Form and Checkout Psychology Kit

Somebody who has selected a product, entered a cart and reached your checkout has already decided. If they leave now, something on the page stopped them, and it is usually not the price, because they saw the price before they got here.

That reframing matters. Improve conversion produces marketing work; find what stopped them produces a list of specific things to remove. This kit is that list.

Inside: every checkout field priced by what it actually costs you, including the full postal address collected for a product that is emailed; guest checkout and why forcing an account arrives at the moment of highest intent and lowest patience; the four moments of doubt that occur in every checkout in the same order, and the sentence that answers each one where it happens rather than in the footer; and error handling, where a form either helps or gives up.

There is a full section on the checkout as it is actually used, on a phone: the keyboard covering the button, the wrong keyboard appearing, autofill defeated by clever markup, and the ten-minute test that finds all of it. Plus the receipt, and the silent email failure that leaves an order looking delivered and a customer with nothing.

It also names the things that lift checkout numbers and should not be used, several of which are now enforcement targets.

8 pages, A4, formatted for printing. Delivered as a PDF immediately after payment.