If you’ve ever bought anything online, you know how checkout can make or break the experience. Done well, it’s fast, intuitive, and builds trust. Done poorly, it drives people away.
Checkouts aren’t just about selling shoes or booking flights—they’re about confidence and conversion. In crowdfunding and online capital raising, checkout is the moment an interested investor becomes a shareholder.
That makes it the most important part of your raise. Today, we’ll explore why 60 seconds matters and how reducing friction can maximize your capital raise.
E-commerce
The data is clear: speed wins.
Deloitte and Google found that improving site speed by just a tenth of a second boosted conversion rates and average order values across multiple retail categories.
As they put it, “Speed has a direct impact on user experience… pronounced on e-commerce.”
Shopify and BCG analyzed over a billion data points and discovered a tipping point: when checkout takes more than 90 seconds, conversions drop almost in half.
This isn’t just about faster clicks—it’s about removing frustration.
Baymard Institute reports that nearly one in five U.S. shoppers abandoned their cart last quarter because the checkout was too long or too complicated. The average checkout today demands over 23 form fields, when best practice is closer to 12.
As Shopify President Harley Finkelstein put it: “Conversion is at the heart of commerce, and drivers like optimized checkout have a dramatic impact.”
So what about investor portals?
Investor Checkout
Now imagine that same friction applied to investing. Research shows that 68% of consumers abandon financial applications before completion, often because the process drags on.
The average abandonment point? Minutes.
The longer the process, the greater the risk of losing momentum. FICO found that once a digital investment or banking application asks more than 10 questions, most users quit. Onboarding delays in finance can stretch hours—time that directly slows down capital inflows.
As J.D. Power’s Craig Martin observed: “Delivering at this level is the minimum threshold, but the bar is being quickly raised. Failing to keep up will put firms at a major disadvantage.”
Equity Crowdfunding
In equity crowdfunding, the first 60 seconds are everything.
The moment someone decides to invest, they’re riding a wave of interest and excitement. If the process is clean and efficient, that energy translates directly into capital raised. If it isn’t, hesitation creeps in, and hesitation kills momentum.
Unlike traditional fundraising, where investors may commit after weeks of diligence, crowdfunding is about capturing the impulse to invest while enthusiasm is highest.
A frictionless process means:
- More commitments
- Faster inflows of cash
- Stronger early momentum
And in crowdfunding, early momentum isn’t just about capital; it signals credibility to every future investor who lands on your page.
For companies raising online, this means efficient checkout isn’t a nice-to-have. It’s the lever that can make the difference between an oversubscribed round and a stalled campaign.
In practical terms, the first minute of an investor’s journey sets the tone for the entire campaign.
A smooth experience increases trust, drives shareability, and helps you build social proof quickly, all of which are critical to standing out in the crowded crowdfunding landscape.
How Issuance Defines Those 60 Seconds
At Issuance, we believe investor onboarding should feel as seamless as e-commerce. That’s why we built our flow to take just 60 seconds from start to finish.
When your capital raise depends on every investor dollar, every second saved means more investors completing their commitments.
Here’s how it works:
- Create an account with one-click login.
- Enter investment details: select type and amount.
- Choose your payment method, whether card, Google/Apple Pay, stablecoin, ACH, or wire.
- Review and sign agreements, pre-filled and ready for e-signature.
That’s it. No detours, no ambiguity. A frictionless, mobile-first experience that respects investors’ time and maximizes your raise.
When investors can commit capital as easily as buying something on Amazon, your round gains the momentum it needs to succeed.
Instead of losing people halfway through, you create a streamlined path from interest to investment.
- Unlocking more completed checkouts
- Faster inflows of capital
- Greater fundraising success.
It’s capital made easy.
Ready to execute your capital raise?
Schedule a demo with Issuance to learn how our platform can power your fundraising success: https://www.issuance.com/forms/platform-demo
