Expedia had a “Company Name” field in their checkout. It was optional. It was costing them a fortune.
Users saw “Company Name” and panicked. “Am I on the wrong form? Is this for business travel? Will my personal card work?” Confusion created hesitation. Hesitation created abandonment.
They deleted the field entirely. Nothing else changed.
$12 million in additional annual profit. One optional field. Gone.
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