Remove the friction between wanting the offer and buying it, and test that a fitting customer can easily say yes.
Find the friction at each stage and name how you will remove it. Friction at the point of purchase quietly kills sales the business never sees; smoothing it is often the fastest lift in conversion available, and it costs little.
| Friction point (where buying gets hard) | How you will remove it |
|---|---|
| Understanding what the offer is | |
| Comparing options and choosing | |
| Taking the next step to buy |
Understanding: replaced a wall of text with three plain package cards. Comparing: added a simple "most practices choose Complete" line. Buying: swapped the "request a quote" form for a "book your start date" button. Nothing about the service changed; more people said yes.
Your answers stay in your browser on this page and are never sent anywhere. What is obvious to you is often opaque to a customer seeing it fresh; where they hesitate is the design still to fix.