I will never say it enough: online shopping is supposed to be EASY!
Life is already too hard to be trapped into a tricky shopping experience.
This video from Google Analytics explains to all those companies who just don’t care about their online shopping experience how their customers are actually treated!
Love your customers, and they will (most likely) love you back!
Ignore them, cheat them, give them too many captchas, and they will just leave (and probably go to your competitor).