Research Note #10
What Happens Next?
One of the biggest themes in the research was friction. Not the dramatic kind. The small kind. Every extra click, every extra field, every extra decision creates a little more friction. And friction gives people an opportunity to leave.
The Friction Problem
At this point, your visitor understands what you do. They know it's relevant to them. They trust you. Great. Now comes the final question: What happens next?
And you'd be surprised how many websites make this difficult to answer. Some websites ask visitors to fill in long forms, create accounts, book calls, download guides, watch videos, compare five different packages — all before they've taken a single step forward.
It's a bit like asking somebody to marry you on the first date. Slow down.
Evidence
Baymard's checkout research found that 18% of users abandoned their cart because the checkout process was too complicated. Not because they didn't want the product. Because the process felt like work.
Practical Takeaway
Count the number of clicks, fields, and decisions between your visitor and your main goal. Every one of them is a potential exit point. Remove what you can.