// eCommerce
Any barrier in the checkout process that reduces the likelihood of completing a purchase. Examples: too many form fields, no guest checkout, limited payment methods, unclear shipping costs, or slow page loads. Each additional step in checkout reduces conversion by ~10%.
Why it matters: Checkout Friction is one of the ecommerce signals that shapes how search engines, AI tools, and real visitors experience your website. Getting it right removes friction, protects your rankings, and makes every other optimization work harder. Auditing it regularly is the fastest way to catch regressions before they cost you traffic or conversions.
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