I repeatedly hit 504 Gateway Timeout…
I repeatedly hit 504 Gateway Timeout errors in each step of the checkout process -- it must have been 8-10 instances between the cart page and the final order submission: between cart and shipping, between shipping and billing, between billing and order submission. Added to the .io top level domain and the fact that I had never heard of the business before, I legitimately wondered if I had engaged with a spoofed site that was collecting my details for fraudulent activity. It would not surprise me at all that you lose tons of conversions with that experience: I felt I was being extraordinarily patient and persistent to get through the full checkout.