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Evidence first. Opinion second.

The Friction-to-Flow Method™ turns behavioural evidence into a ranked plan in five stages. It runs the same way on every engagement, so you know what you are buying.

Five stages

  1. 01FrameSet the conversion goal, the priority flow and the baseline metric we are working to move.
  2. 02CaptureGather recordings, heatmaps, funnel and form data before forming a view.
  3. 03DiagnoseName every meaningful friction point and tie each one to the evidence.
  4. 04PrioritiseScore every finding on impact, confidence and effort, so the highest-return fixes rise to the top.
  5. 05PrescribeHand over a ranked, implementation-ready plan your team can start on this week.
  6. 06ValidateOptional. Where data shows what but not why, run primary research before investing in a big build.

The Friction Framework™

Six kinds of friction cost conversions.

Every finding is filed under one of them, so you know why something is broken as well as where. The 42 checks in the rubric are spread across the six.

CategoryFor exampleChecks
CognitiveThe visitor has to think too hard, or the page doesn't match what brought them.An ad promises a discount the landing page never mentions.9
InteractionThe mechanics of doing the task are awkward.The date picker is unusable on mobile.9
TrustThe visitor doubts the offer is legitimate or safe.No returns policy or contact details in sight at checkout.7
MotivationThe visitor understands and is able, but has no reason to act now.No proof anywhere near the main call to action.5
TechnicalThe experience is broken or too slow.A key landing page takes six seconds to load on mobile.6
Cost & effortThe effort, time or money asked for feels like too much.Shipping cost appears only at the last checkout step.6

Prioritisation

Priority = (Impact × Confidence) ÷ Effort

Each finding gets three scores from 1 to 5. The result tells you what to fix first.

Impact

How much will fixing this move the metric?

  • 1Negligible
  • 3Moderate
  • 5High

Confidence

How strong is the evidence?

  • 1A hypothesis
  • 3One clear source
  • 5Several sources confirm

Effort

How hard is it to implement?

  • 1Minutes of copy or config
  • 3A few days
  • 5A major project

Four tiers

  • Quick winHigh impact, low effort. Do it now.
  • Major projectHigh impact, high effort. Plan and resource it.
  • Fill-inLow impact, low effort. Do it when there is capacity.
  • DeprioritiseLow impact, high effort. Park it, or validate first.

What it means for you

  • Every finding is tied to evidence, not taste.
  • You get a ranked plan, not a wishlist.
  • The method doesn't change between clients.