Conversion rarely fails because of one big mistake.
It fails because of small moments of hesitation that accumulate along the way.
These moments don’t show up clearly in dashboards.
They don’t trigger alerts.
They don’t look dramatic.
But they quietly interrupt momentum - and momentum is what conversion depends on.
Understanding these friction points is one of the most effective ways to improve results without increasing traffic or spend.
Friction often starts with uncertainty, not resistance
Most users don’t arrive unwilling to convert.
They arrive curious, interested or cautiously optimistic.
Friction appears when something makes them pause:
a question left unanswered
a message that feels vague
a step that feels unclear
a signal that creates doubt
Conversion stops because of hesitation.
Unclear value creates the first pause
If someone can’t quickly articulate what you offer and why it matters to them, they slow down.
This often happens when:
messaging is generic
benefits are described abstractly
multiple value propositions compete for attention
the “who this is for” isn’t obvious
When clarity is missing, users delay decisions or leave.
Clarity removes friction before it has time to grow.
Over-choice drains momentum
Choice feels empowering until it becomes effort.
Too many options, plans, features or paths force users to evaluate instead of act.
Evaluation takes energy.
Energy is finite.
Many conversions are lost not because the offer is wrong, but because choosing feels heavy.
Simpler paths convert better - not because they limit users, but because they respect their attention.
Inconsistent signals reduce confidence
Conversion depends on trust.
Trust depends on consistency.
Small inconsistencies matter:
tone changes between pages
mismatched visuals
different promises in ads and landing pages
unclear pricing logic
conflicting CTAs
None of these break the experience alone.
Together, they weaken confidence just enough to stop action.
Friction hides in micro-moments
Some of the most impactful friction points are subtle:
form fields that feel unnecessary
unclear next steps
unexpected requirements
language that feels overly sales-driven
a lack of reassurance at key moments
These micro-frictions don’t feel dramatic, but they interrupt flow.
Conversion thrives on flow.
Slow responses erode intent
Interest decays quickly.
When follow-ups take too long, confirmations are delayed or processes feel slow, intent fades.
Speed isn’t about pressure.
It’s about respect for the moment.
Reducing friction often means aligning with the user’s timing, not forcing your own.
Conversion is emotional before it’s logical
People want to feel:
confident
understood
safe
in control
When friction appears, it usually affects one of these emotions.
A smooth conversion experience doesn’t push harder:
it reassures more effectively.
How to start reducing hidden friction
Instead of asking “How do we increase conversion?”, ask:
Where might someone hesitate here?
What question could they have at this step?
What feels unnecessary or heavy?
What could feel simpler, calmer or clearer?
These questions often unlock more impact than optimisation tactics.
At InGrowth, we see conversion improvement less as optimisation and more as experience design.
Reducing friction isn’t about clever tricks.
It’s about empathy, clarity and flow.
When the path feels natural, conversion follows.
