Conversion
Friction Audit
A friction audit is a systematic evaluation of every step in a user journey to identify elements that slow down, confuse, or discourage users from completing a desired action. It combines quantitative analytics with qualitative observation to prioritize conversion barriers.
Examples
A friction audit of a checkout flow reveals that requiring account creation before purchase causes a 35% drop-off, leading to a guest checkout option that recovers lost conversions.
Best Practices
Walk through every user flow as a new user, categorize friction points by severity and frequency, prioritize fixes by estimated revenue impact, and validate improvements with A/B tests.