Fix the friction: How to build journeys that convert & retain

If it's hard to join, try, or trust you, customers won't stick around. Or show up at all.

This whole blog series has focused on building sustainable, recurring revenue.

But now the series closes on something foundational:

Friction.

The invisible blocker of growth. The silent killer of scale. And the fastest way to lose customers before you've even started.

Friction doesn't just hurt retention - It destroys conversion

Too many businesses treat friction as a churn problem. But here's the truth:

If you make it hard for someone to buy, try, or trust you, they never become a customer at all.

From various research and insights below covers some examples:

• A brand with a multi-step checkout flow lost 27% of new trial users before payment, due to confusion and poor UX

• A subscription box saw bounce rates spike by 40% on mobile because product pricing was buried three clicks deep

• A fintech onboarding flow that asked for too much upfront ID caused abandonment before value was shown - cutting conversion by half

  
  

Friction before trust is built doesn't just cause churn, it prevents revenue altogether.

What Kind of Friction Are We Talking About?

• Complicated sign-up forms

• Hidden pricing or surprise fees

• Generic, non-personalised journeys

• Tech issues or broken flows

• Overwhelming onboarding

• Lack of social proof early in the funnel

• Requiring too much commitment before showing value

  
  

In a recurring revenue world if you make buying feel risky, slow or confusing, customer will walk.

How to fix friction before and after conversion

1. Spot friction early in the funnel

Map the pre-purchase journey and review every step:

• Where does traffic drop off?

• Where are users abandoning baskets or forms?

• Are call to actions (CTAs) clear and visible across device types?

• Are you asking for too much, too soon?

💡 A business removed one unnecessary form field (phone number) and saw a 12% lift in trial starts.

2. Deliver Value Before Asking for Commitment

Show the value early before the first charge, before the lock-in, before the friction.

💬 Instead of:

"Start your 14-day trial - credit card required"

💬 Try:

"Explore the first 3 features - no payment needed. We'll ask when you're ready."

💡 Value-first journeys earn trust and trust overcomes friction.

3. Use friction feedback as fuel

Don't guess where the problems are. Capture and act on what customers are actually saying:

• Where did they get stuck?

• What didn't make sense?

• What made them hesitate?

Tip: Exit surveys, abandoned flow feedback, and live chat drop-offs are friction goldmines, especially early in the journey.

4. Layer in social proof and safety

For new customers, trust is a form of friction. Reduce it with:

• Clear testimonials or use cases

• Transparent pricing

• Easy-to-find T&Cs and FAQs

• Visible cancellation or pause policies

• Short, friendly onboarding videos

Example: A telco reduced abandonment by 20% simply by surfacing "most popular plan" and social validation during sign-up.

5. Audit your mobile experience separately

The majority of your funnel traffic likely lands on mobile first. Yet many conversion journeys are still designed desktop-first.

• Is your form flow intuitive?

• Do users need to zoom to find key details?

• Is Apple Pay or Google Pay enabled?

  
  

Friction on mobile = massive hidden revenue loss.

Then fix retention friction too

Once someone has joined, the friction game isn't over, it just changes.

• Remove complexity from onboarding

• Make upgrades or downgrades seamless

• Offer pause options before cancel

• Build embedded help content

• Reduce password resets or access barriers

• Remove the need for live support when it's not necessary

💡 Reminder: Retention lives in the experience, not just the offer.

Remove Friction, Unlock Growth

Conversion and retention are two sides of the same coin. If your growth engine is stalling, start by asking:

"Where are we making it hard for customers to say yes or stay yes?"

Then simplify. Personalise. Show value. Build trust.

Which part of your customer journey do you know needs work but haven't tackled yet?