08/09/2026
This client's checkout page had a coupon field, a newsletter signup, three shipping options, and a "save for later" button all competing for attention next to the actual "buy" button.
We stripped it down to one primary action per screen and moved everything else out of the way. Nothing was removed from the business - just from the moment someone was trying to pay.
More options at the point of decision usually means fewer decisions actually get made.