Marketing Atlas
한국어
% Conversion optimization

Checkout friction

결제 마찰

Late fees and forced accounts interrupt the purchase path.

···
html
<div class="paths"><div class="path bad"><b>LATE FEE</b><span>CART</span><i></i><span>ADDRESS</span><i></i><span>+ SHIPPING</span><em>EXIT</em></div><div class="path good"><b>UPFRONT TOTAL</b><span>TOTAL SHOWN</span><i></i><span>ADDRESS</span><i></i><span>PAY</span><em>DONE</em></div></div>
css
.paths{width:min(92%,650px);display:grid;grid-template-columns:1fr 1fr;gap:clamp(7px,2vmin,18px);font:800 clamp(10px,max(1.55vmin,1vw),13px)/1.1 sans-serif}.path{display:flex;align-items:center;gap:5px;flex-wrap:wrap;border:2px solid var(--line);padding:clamp(8px,2vmin,16px);min-width:0}.path b{width:100%;color:var(--muted);margin-bottom:7px}.path span{padding:5px;background:var(--surface);border:1px solid var(--line)}.path i{width:10px;height:2px;background:var(--fg)}.path em{font-style:normal;padding:5px;color:white;background:var(--accent);animation:result 3.8s infinite}.good em{background:var(--fg);animation-delay:1.2s}.bad span:nth-of-type(3){color:var(--accent)}@keyframes result{0%,35%{opacity:.15;transform:scale(.85)}50%,85%{opacity:1;transform:scale(1)}100%{opacity:.15}}
···

Cart abandonment장바구니 이탈

Trace the gap between added-to-cart and purchased items by cause.

···

Form field friction폼 입력 마찰

See how extra fields and vague errors delay completion.

···

Conversion trust signals전환 신뢰 신호

Put shipping, return, and payment terms near the decision point.

···

Value proposition test가치 제안 테스트

Test which benefit leads for each audience segment.

Checkout friction is any obstacle that makes a willing buyer struggle to finish. Unexpected costs, required accounts, and lengthy address entry often appear late in the path.

The demo compares a path that reveals the fee late with one that shows the total up front. Confirm drop-off causes with actual behavior and customer contacts.

Fewer steps do not guarantee better outcomes. Keep tax, shipping, and return terms clear, and monitor completed orders and refunds.

When to use

Break down causes when many shoppers leave between cart and completed payment.

Open as page ↗