Friction report
https://www.northwind-dental.example/book
Friction score · lower is better
Your page has meaningful friction that may be holding back conversions. Visitors reach a clear headline, but the page asks them to choose between four buttons, hides reviews below the fold and ends in an eight-field form.
- Goal
- Booking / consultation
- Monthly visitors
- 18,000
- Conversion rate
- 1.6%
- Bounce rate
- 61%
Where visitors get stuck
- Above the foldmedium
- Value propositionlow
- Calls to actionhigh
- Trust & social proofmedium
- Offer & urgencylow
- Forms & funnelhigh
- High
- Medium
- Low
Fix first · 2
High severity, reliable evidence
- Calls to actionhighhigh confidence
Four competing buttons in the hero
- Evidence
- 'Book now', 'Call us', 'View services' and 'Offers' share equal weight.
- Why it matters
- Choice overload delays the first click.
- Fix
- One primary 'Book an appointment' button; others as links.
- Forms & funnelhighmedium confidence
Eight required fields in the booking form
- Evidence
- Includes address and date of birth before choosing a slot.
- Why it matters
- Every extra field lowers completion.
- Fix
- Ask for name, phone, treatment and slot only.
Fix next · 2
Medium severity
- Trust & social proofmediumhigh confidence
Reviews hidden below the fold
- Evidence
- The 4.8★ rating appears only in the footer.
- Why it matters
- Trust signals matter most before the first click.
- Fix
- Show the rating beside the headline.
- Above the foldmediummedium confidence
Hero image pushes the button down on phones
- Evidence
- The button sits 1.4 screens down at 375 px.
- Why it matters
- Most visitors are on mobile.
- Fix
- Shorter hero image on mobile.
Optimise · 2
Smaller or less certain
- Value propositionlowhigh confidence
Headline is clear but generic
- Evidence
- 'Quality dental care for your family'.
- Why it matters
- Doesn't say why this clinic over others.
- Fix
- Lead with same-week appointments.
- Offer & urgencylowmedium confidence
New-patient offer is easy to miss
- Evidence
- Only mentioned on the Offers page.
- Why it matters
- A reason to act now lifts bookings.
- Fix
- Add the offer to the hero.
Quick wins you can ship this week
- Keep one primary button — 'Book an appointment' — and demote the rest to text links.
- Move the 4.8★ review count next to the headline.
- Cut the booking form from eight fields to four.
