Conversion Friction Analysis
We follow one important path, such as a checkout, booking or quote request, step by step and log every moment that adds confusion, effort, doubt or distraction. Then we explain how to remove each one.
Short answer
Conversion friction analysis focuses on a single path that matters to revenue. You receive a friction log that records every obstacle on that path, its likely cause, the evidence behind it and a specific fix, plus a short list of changes to make first. It does not promise a conversion lift.
On this page
What friction means here
Friction is anything that makes a willing visitor work harder than necessary to finish what they came to do. We sort it into four kinds, because each kind calls for a different fix.
| Kind | What it looks like | Typical fix |
|---|---|---|
| Clarity | Visitors do not understand what is offered, what something costs or what will happen next | Rewrite labels, show costs earlier, explain the next step |
| Effort | Too many fields, steps, clicks or decisions | Remove or defer fields, combine steps, set sensible defaults |
| Anxiety | Doubts about security, commitment, hidden fees or what happens to their data | Add reassurance at the point of doubt, state policies plainly |
| Distraction | Elements that pull attention away from the task | Remove competing calls to action and unrelated promotions |
How the analysis works
Choose the path
We agree on one path and its success point, such as an order confirmation or a submitted quote form. Focusing on one path keeps the analysis deep enough to be useful.
Review the numbers you already have
With read-only access to your analytics, we look at where visitors leave the path, on which devices and from which sources. Numbers show where to look; they do not explain why. We treat them as a map of places to investigate, not as findings.
Walk the path as a visitor
A reviewer completes the path repeatedly, on desktop and phone, as different kinds of visitors: a first-timer, a returning customer, someone in a hurry, someone comparing options. Every obstacle goes into the friction log with a screenshot.
Watch real people where it counts
When the scope includes sessions, we ask a small group of people from your audience to complete the path while thinking aloud. Sessions confirm which obstacles are real and reveal ones the reviewer missed. Findings from sessions and from the expert walk-through are labeled separately.
What you receive
The friction log is the core deliverable. Each entry records the step, the kind of friction, a description of what happens, the evidence, the severity and a recommended change. A summary page lists the five to ten changes to make first, chosen for their likely effect on the task and the effort they need.
We also include a short measurement plan for each recommended change: what to watch in analytics after it ships and whether the change is a candidate for a controlled test. If you want to test changes, our A/B testing guidance helps you set up experiments that give trustworthy answers.
Why we do not promise a lift
Removing friction makes a path easier, and an easier path gives willing visitors a better chance to finish. But the final numbers also depend on your traffic, your prices, your competitors, the season and what your team builds. Any vendor quoting a guaranteed percentage before seeing your data is guessing. We prefer to show the evidence for each problem and let you measure the outcome after the change.
Privacy and the tools we use
We work from aggregate analytics and from our own sessions. If your site already uses session recording or heatmap tools, we can review that data with you, but we will first ask how visitors were told about it. Our guide to session replay and privacy explains why that question matters in the United States, and particularly in California.
Timeline
We plan for two to three weeks for an expert analysis of one path, and four to five weeks when the scope includes recruited sessions.
Friction analysis questions
Which path should we start with?
Start with the path closest to revenue that has meaningful traffic. For an online store that is the checkout; for a service business it is the quote or booking form.
Do you need access to our analytics?
It helps but is not required. Read-only access lets us see where people leave the path. Without it, we rely on the walk-through and sessions.
Can you analyze a form built with a third-party tool?
Yes. Embedded forms, booking widgets and payment pages are part of the visitor's path even when another company hosts them. We note which fixes are within your control and which depend on the vendor.
Planning a redesign or a big change?
Find out what visitors struggle with first. Tell us the deadline and we will scope research that fits before launch.
- No obligation
- Written scope
- Plain-English findings