SURI is entering the US market, one with notoriously different preferences and demands from the European market. After experiencing the online shopping experience at Suri UK, we became curious. What would make the new American consumer willing to switch to Suri? Customers were experiencing choice fatigue, something the American consumer is much more sensitive toward. If you held the user's hand through their first Suri, then they will buy (and love) it. Result? 66% of users (US, 25-54 years) were more likely to checkout after going through our pop-up flow.