One prioritized friction hypothesis with a measurable test.
Map the journey you expect
Write down the steps from the entry page to purchase, including any quiz, product configuration or external checkout. Check that the events used to measure each step have a clear definition.
Choose a relevant customer group and device type. An average across new visitors, repeat buyers and different devices can hide very different experiences.
Pair the numbers with observation
Use journey data to locate a drop-off, then review relevant recordings and heatmaps to understand possible explanations. A recording can reveal a confusing interaction; it does not tell you how common the issue is by itself.
- Can visitors understand the offer and the next action?
- Are key product questions answered before checkout?
- Do errors, dead clicks or unexpected redirects interrupt the flow?
- Does the experience work on a small screen?
Turn the observation into a test
Write a hypothesis that connects a change to a customer problem and an outcome. For example: explaining which size fits which use case may reduce hesitation on the product page.
Choose a suitable test and keep the measurement consistent. Record the result, including cases where the evidence is inconclusive, before moving on to another change.
Your next steps
Use this checklist as you work through the guide.