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Checkout field friction — claim map
GuideCheckout field friction — claim mapBack to article
Required fields cost converts before auth. Filter the claim. Distinct from AVS/CVV cash trade after the card is typed.
| Claim | Reality | Measure | Do not |
|---|---|---|---|
| Require phone to cut fraud — free win | No. Phone friction drops carts before any auth | Abandon with phone required vs optional | Add phone with no funnel measure |
| Force account create raises LTV enough | Maybe — only after typed convert hole vs later cash | Guest vs forced-account completion | Invent LTV lift from a slide |
| This is the same as strict AVS | No. AVS is a mismatch rule after the card is typed | N/A — open AVS/CVV for that dial | Confuse pre-auth fields with AVS |
| Marketing opt-in required is harmless | No. Forced opt-in is friction and often a compliance mess | Completion with optional vs required | Hide the toggle as a required checkbox |
| More fields always mean fewer chargebacks | No universal rule. Type fraud dollars saved if any | Fraud $ in a clean on/off window | Invent a field-count benchmark |
| Wallet path fixes field friction | No. Wallet fails are a different recover job | N/A — open wallet decline recovery | Stack wallet retries instead of cutting fields |
Filter the claim. Extra required fields kill carts before any auth. That is not the AVS/CVV dial. Measure abandon vs any typed fraud save — we invent neither.
Pairing procedure: Extra checkout fields cost converts before AVS. Topic: Orchestration.
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