The Funnel Problem
Client had traffic but not conversions. 68% drop-off in checkout. Forms too long. Too many steps. Unclear value prop. Users lost trust halfway through.
Friction Mapping First
We mapped every friction point: form fields, loading states, unclear CTAs, trust signals, progress indicators. Then removed or improved each one systematically.
Results
Conversion+52%
Drop-off-31%
Time to Complete-2.4min
Form Errors-64%
What Changed
Reduced form fields from 12 to 6. Added inline validation. Progress bar always visible. Trust badges above CTA. Improved loading states. Removed unnecessary steps.
Conversion Checklist
Is the value prop clear in 3 seconds?
Are CTAs above the fold?
Is the form as short as possible?
Are trust signals visible?
Is progress always indicated?
Are errors clear and helpful?
Key Takeaways
Related Insights
LCP under 1.2s, CLS < 0.1, INP < 200ms — performance budget as design constraint
Performance8 min
Performance as UX
How shipping under 1.2s LCP increased conversion by 34%
WCAG 2.2 AA minimum — accessibility debt compounds fast
Accessibility7 min
Accessibility-First UI
Building semantic, keyboard-navigable, screen-reader-optimized interfaces
