Path of Least Resistance: Every extra step in a checkout process drops conversion by 10%.

Go to your own website. Try to buy your own product or book your own calendar. Count the exact number of clicks, forms, and redirects it takes. Do you force them to create an account? Do you ask for their company size when you don't really need it?

Remove one mandatory field from your intake form or checkout page today. If you don't absolutely need the information to process the transaction, delete the question.