Downloads & Tools
Resources
Books, study guides, frameworks, audit worksheets, templates and checklists — practical tools for better decisions.
Conversion Science: The Evidence Based Playbook
The complete book — 20+ pages of research-backed observations on why visitors hesitate, trust, choose and take action online. Covers the Four Questions Framework, the Proof Stack, the Friction Audit and more.
The Friction Audit Checklist
A step-by-step checklist to identify and eliminate friction points across your website. Count the clicks, decisions and form fields — then remove what isn't needed.
The Proof Stack Framework
A visual framework showing the five types of proof every website needs. Use this to map your existing proof and identify gaps in your trust architecture.
Conversion Science Research Summary
A condensed summary of the key research papers, studies and findings referenced throughout the Conversion Science book. Includes citations and links to original sources.
Homepage Messaging Template
A template to help you rewrite your homepage messaging using the Conversion Science approach. Replace company-centric copy with customer-centric messaging that answers 'What is this?' and 'Is it for me?' in seconds.
The Four Questions Audit Worksheet
A printable worksheet to audit your website against the Four Questions Framework. Work through each question systematically and identify your highest-priority fixes.