Delete optional fields that confuse buyers

When to use it

When a checkout or booking form has optional fields the order doesn't need, like company name, fax or a second phone.

How to run it

Remove them entirely, starting with any field a buyer could misread while entering payment or address details.

Why it works

Make the action easier to complete

Optional fields still cost attention and add new ways to fail. Expedia removed one optional 'Company' field, where users had been entering their bank's name and then the bank's address, failing card verification, and gained $12M a year in profit overnight.

Source: Expedia: the $12M company field