Research Note #11
The Friction Audit
Most conversion problems aren't caused by a single catastrophic mistake. They're usually caused by lots of small things. A click here, a form field there, an unnecessary step somewhere else. None of them feel significant on their own. Together, they create enough friction to stop people moving forward.
Start With Your Main Conversion Goal
Pick one action: submit an enquiry, request a quote, book a call, make a purchase, download a guide. Now follow that journey from start to finish. And be brutally honest.
Count The Clicks
How many clicks does it take to reach the goal? 1-2 is good. 3-4 is questionable. 5+ is a problem. The higher the number, the more opportunities people have to change their mind.
Count The Decisions
How many times does the visitor need to stop and think? Which package? Which button? Which service? Which form field is actually required? Each decision creates a moment of hesitation.
Practical Takeaway
Map your primary conversion path. Count the steps. Then try to remove at least two of them. Your conversion rate will almost certainly improve.