In light of the recent $5.5 billion Visa and Mastercard settlement, merchants across the U.S. are presented with an opportunity to recover funds from excessive payment processing fees between 2004 and 2019. This case not only highlights a significant financial event but also offers insights into how businesses can optimize their online presence and maximize conversions, particularly through efficient claim filing. For Conversion Rate Optimization (CRO) specialists, there are several key lessons to draw from this process, particularly around user experience, simplicity, and transparency.