Most drop-off happens before the pass is installed. Optimize the path to Add to Wallet.
Use one primary CTA
Lead with "Add to Apple Wallet" or "Add to Google Wallet" detected by device when possible.
Minimize form fields
Collect only what the pass needs. Defer marketing questions until after install.
Show a pass preview
Visual preview increases trust, especially for loyalty and membership cards.
Test QR at physical touchpoints
Posters, receipts, and table tents should deep-link directly to the hosted pass page.