Checkout Funnel: Is the Shortest Path Always Best?

Not optimizing your checkout funnel could be costing you millions.

I’ve helped a lot of companies optimize their e-commerce websites and mobile apps checkout funnels. My clients often have questions like:

How many pages, steps, or even minutes, does a user take to get from decision to purchase?What are best practices to increase conversions and revenue?Should the number of steps be reduced? Simplified? Consolidated?

Checkout funnels can seem complicated. The truth is, when you break it down, the...