Peak–end rule

That people seem to perceive not the sum of an experience but the average of how it was at its peak (e.g. pleasant or unpleasant) and how it ended.

Your customers will remember whether their experience with you was good or bad. And what affects the goodness or badness? It’s all about how the event If it ends on a pleasant note, they’ll will possess positive memories. If it ends on an unpleasant note, they will retain negative memories. Make sure that your conversion optimization process optimizes everything — all the way to the bitter end. And maybe try not to make it a bitter end.