1. The purchase process is way too long. I counted 5 different steps before I got to the CC form. 2. Don't ask for the email up front. Have people build the ca

1. The purchase process is way too long. I counted 5 different steps before I got to the CC form. 2. Don't ask for the email up front. Have people build the card first so they are emotionally invested in the process. 3. Test those bootstrap buttons. Now, here is how I would do the purchase flow: 1. User lands. Clicks to get started. 2. User pick design and fills in card. 2a. Then user enters the address of the recepient, and then his address. 3. User clicks button that reads "Send Card Now." 4. You take the user to the payment page where his information is already filled in (because he already provided it before). Different address on the card? Offer them the option to do it, but don't show the huge form. Use an accordion or modal for this type of stuff. 4a. Give the user the option to use paypal. 5. When the payment is processed load another page where you will collect their email in order to give them notice of when the card shipped (important). 5a. Offer them an upsell to subscribe to a monthly "Love Letter" subscription service, where they can have a card with a love poem sent to their S.O. automatically. Charge them $3 a month, and be done with it.