How to Eliminate Friction From the ECom Checkout Process (Even Meta Screws This Up)
In this video, I discuss how removing friction from the checkout process can improve conversions and get some interesting examples from Facebook's Meta Quest 3 preorder page and a peptides/semaglutide landing page.
Key points:
When ordering the Meta Quest 3, there are limited details on the different strap options, which can cause decision paralysis and lost sales (0:00 - 1:54)
The peptides landing page has a smoother checkout with clear pricing, though the product differences could be explained better on the page vs just in a pop-up (2:03 - 3:39)
Takeaways for optimizing checkout pages: provide sufficient product details so customers can make quick, informed decisions; highlight key differences between options; use visuals to demonstrate benefits (3:46 - 4:36)
Small tweaks that reduce friction can make a big revenue difference, even for large companies like Facebook (4:47 - 5:35)
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