Easy to use · Calls to action
People must do too much before getting anything back
Every extra step or question loses some people before they get in touch.
- Applies to
- every page
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Takes some time
What to look for
The main conversion asks for a lot up front: long forms, mandatory account creation, or booking a call before any value or information is given.
What good looks like
The main action is short: a few fields, or an instant result.
How to fix it
Make the first step as short as possible, often just an email or one question, and ask for the rest later.
Based on
- Form design research
- Checkout usability research
Related checks
Your wordsYour buttons don't say what happens nextPeople are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.
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