Commerce at the speed of thought
The best checkout is the one nobody remembers. On latency, friction and the invisible marketing of buying.
Nobody remembers a good checkout, and that amnesia is the achievement. Buying is a decision that friction can un-make at any moment — every extra field, every layout shift, every spinner is an invitation to reconsider.
The numbers are brutal and well-documented: conversion decays measurably with every hundred milliseconds. Site speed isn't a technical nicety appended to the marketing plan; it's a multiplier on every channel in it. The fastest store gets a discount on all its traffic.
This is why CRO belongs in the media plan: a conversion-rate point lowers CAC on every channel simultaneously. The cheapest traffic you'll ever buy is the traffic you already bought, converting better.
Our test for any store is the tunnel test: a real phone, mediocre coverage, one thumb. If a customer can complete a purchase in that setting without noticing the interface, the marketing has done its final job — by disappearing.
— AGENTWAVE, 16 APRIL 2025