1. Totally agree on the impact of reducing form fields during checkout! We ran a test removing just two non-essential questions and saw a 12% lift in completions. It’s those small frictions that kill conversions more than we think.

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1. Totally agree on the impact of reducing form fields during checkout! We ran a test removing just two non-essential questions and saw a 12% lift in completions. It’s those small frictions that kill conversions more than we think. 2