No one wants to stand in a long line waiting to reach an incompetent physical or virtual cashier.
Every transaction needs to be engineered to avoid causing customers to question their decision. Too many companies plug up their own funnels.
They earn purchase intent only to add unnecessary friction that disrupts the exchange by making the cost to complete the transaction exceed the value to be gained.

We study the moment when customers give up something they value (money or information) to gain your solution. We use that insight to remove any added effort, concern, confusion, or unnecessary complexity.

We view the transaction as a regrettable necessity that almost always adds friction and causes some to bounce.
We thoroughly test the experience to ensure it can be completed in the fewest possible steps while incorporating all important information. We also make sure it does not trigger uncertainty, unwarranted concerns, or distractions by delaying information (like shipping costs), adding negative surprises, or asking for more unneeded information that increases the "cost" to the customer.