Decide · Chapter 2 of 3
The friction ledger
Walk your own checkout, signup, or booking flow as a first-time buyer. Write down every micro-hesitation.
You are looking for two things: places you asked for something before you had earned the right to ask, and places you introduced doubt when you did not need to.
Doubt sounds like: unexpected pricing, unclear next steps, silence after clicking a button, a receipt that arrives from a different-looking sender. Each of these is fixable in under a day, and each one costs sales quietly for years.
Apply this week
- Walk your buy flow on a phone, in an incognito window.
- Note every moment of "wait, what?"
- Fix the top three before you touch anything else.