The tiny checkout tweaks that moved our pricing page conversion

Funnels & Conversions
1

Moving checkout to the web helped, but the little stuff drove the real lift for us:

  • Wallets visible by default when available. No extra click. Apple Pay and Google Pay first.
  • Email first, then payment. Prefill from quiz if we have it.
  • Local currency with rounded prices. We avoided odd decimals.
  • Inline error copy that tells you how to fix the card issue.
  • Optimistic UI on submit with a loader and clear next steps.
  • Fallback from 3DS challenge timeouts into a retry with plain card.
  • Stripe Payment Element with automatic payment methods enabled. One form, fewer edge cases.
  • Saved coupon in URL applied automatically, not another field.

These were small, but together they added up. What gateway settings or UI choices actually moved your checkout conversion the most?

2

Show wallets first. Hide everything else until a user expands it.
Turn on automatic_payment_methods in Stripe to reduce form swaps.
Prefill email and country from earlier steps.
I used a Web2Wave template for this and only tweaked copy. It shipped fast and worked.

3

Wallet-first layout and auto-apply coupons were the wins.
I test form steps on the web and push changes instantly using Web2Wave.com. That speed matters because I can run micro-tests daily and lock in the tiny gains.

4

I always ask for email before payment. Easier to recover drop-offs.

Also show local currency and a clear next step after pay. It helps.

5

Wallets first fewer fields clear errors

6

Put Apple Pay and Google Pay above the fold and detect availability early so the button does not pop in late. Use a single consolidated form with inline validation. Cut optional fields entirely. Translate processor error codes into human language. Add a retry path after 3DS failure. Track declines by reason so you can tune fraud rules if they block good users. Those changes usually move conversion fast.

7

Auto-select country from IP, then confirm. It reduced address errors.

I also moved coupon redemption to the URL. People stopped hunting for the field and we saw fewer support tickets.

8

Wallet buttons on top and fewer fields helped us.