Conversion friction is anything that makes the next step feel confusing, risky, slow, or surprisingly difficult. It can be a vague headline, an unexplained price, a buried button, a form asking for too much, or a checkout that introduces doubt at exactly the wrong moment.
You do not need a large analytics setup to find the obvious problems. You need a phone, a timer, and the willingness to look at the journey like a first-time visitor.
The 20-minute audit
- Minutes 1-5: Can a new visitor say who the offer is for, what result it promises, and what to do next?
- Minutes 6-10: Is there believable proof near the claims that need it?
- Minutes 11-15: Complete the form or checkout on a phone. Count every field, click, surprise, and hesitation.
- Minutes 16-20: Remove or rewrite the single point most likely to stop a ready buyer.
Fix one leak at a time
Changing everything at once makes it harder to learn. Start with the largest visible obstacle, make one meaningful improvement, then watch the relevant signal: completed forms, checkout starts, purchases, booked calls, or qualified replies.
The brief
More traffic magnifies whatever is already happening. Remove avoidable friction first so the next visitor has a fair chance to become a customer.