One checkbox that slowed sales, and what fixed it.

In peak buying moments, shoppers want ease, not options.

Every click, question, or choice on your product page is work for the customer.

Late in the funnel, limit decisions as much as possible.

On one brand’s product page, “Is this a gift?” checkbox was listed next to Add-to-Cart.

It may seem small, but when it forces them to stop and think at the wrong moment, it stalls sales.

We moved the gift option to the cart page and pulled the ATC button higher.

The result: +6% conversions.

The buying decision stayed simple and focused.

They still had the option to customize for gifting later – when it mattered most.