Friction audit

Friction is anything that slows or discourages user action. Audit your flow by walking through as a first-time user.

Common friction points

• Requiring account before value
• Credit card required for free trial
• Long forms
• Confusing navigation
• Unclear pricing
• Forced upsells

The user test

Give someone unfamiliar your URL. Watch them try to sign up or buy. Every hesitation is friction.

Prioritize by

• Frequency (affects all users)
• Severity (makes them leave entirely)
• Fix cost (easy wins first)