When you offer a discount code at checkout, do you ever stop to consider the friction you are creating for your most loyal customers? Often, I see e-commerce stores burying the discount field behind a confusing link or an extra click, assuming it protects their margins. In reality, you are just training your customers to abandon their carts out of frustration before they even reach the payment stage. A seamless checkout should feel like a guided conversation, not an obstacle course designed to test a user's patience. If your conversion rates are dipping despite strong traffic, take a hard look at the final three steps of your purchase journey. Are you accidentally making it difficult for people to give you their money? I am curious, what is the single biggest drop-off point you have noticed in your own checkout flow lately?
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