1-Click checkout removed an entire confirmation page — order completion rose from ~80% to ~95% on a tested coh

1-Click checkout removed an entire confirmation page — order completion rose from ~80% to ~95% on a tested cohort.
The lever: pre-stored payment + address collapses a 4-step flow to one tap.
— Friction tax: every extra page sheds buyers via decision fatigue and re-entry errors.
— Caveat: only works once payment is captured on a prior visit; first-time buyers see no lift.
Replicate the principle, not the number: kill any page that re-asks for data you already hold.
Read the number, not the story. [returning buyers · confidence high]