This post will be short and to the point, just like your e-Commerce checkout funnel should be. In the first Movie of Lord of the Rings there is a scene in Frodo's house where Gandalf says to him 'Keep it secret. Keep it safe". He was of course referring to the Ring but the same could be a succinct way of summarising your check out process.

To help people make it through your checkout try to achieve that. Make them feel it is safe.

Here ends todays e-Commerce tip on behalf of Gandalf. Isn't he wise...