Ashley Stirrup

UPS added a required email field to their shipping checkout. The outcome? Not good... Conversion dropped so sharply they pulled the test after 24 hours, the shortest experiment the team has ever run. Two years later, the international shipping team asked for the same field. Same field, same flow. This time they added one sentence: "We need this to help your package clear customs." David Massey, MFA, Director of Product at UPS, ran both tests. Same field, one change. Completely different outcome. Because users understood why. I recommend revisiting any friction point you've written off as "too much to ask." Check out this clip and get the full story.