How Easy Have You Made It For Customers To Move Forward?
Created by Better Known As*
June 25, 2026
10-15 minute read
Customers rarely abandon a journey because of one huge problem.
More often, they stop because of several small moments of effort.
A confusing page.
A hidden phone number.
A form that asks too much.
A next step that feels unclear.
A question they cannot answer quickly.
Each moment may seem minor on its own.
Together, they create friction.
This tool helps you identify where your customer journey may be asking people to work harder than necessary.
It does not measure how much information your website contains.
It does not judge whether your journey is short or long.
It measures something more useful:
How easy is it for someone to keep moving forward?
You'll be guided through five areas that influence friction:
- Finding Information
- Making Decisions
- Taking Action
- Momentum
- Overall Journey
Each section helps you spot unnecessary complexity and identify where the journey could feel simpler, clearer and more natural.
There are no perfect scores.
The aim is not to remove every step.
The aim is to remove every unnecessary step.
Ready?
The interactive assessment below takes around 10–15 minutes to complete.
Open your website in another tab and imagine you are a first-time visitor trying to understand, compare and contact your business.
The assessment begins below.
Interactive Tool
Customer Journey Friction Audit
Answer each question honestly. Choose Yes, Partly or No. Your score will update as you work through the audit.
Progress
0%
Score
0 / 50
Finding Information
0 / 10
Finding Information
0 / 10
Important information is easy to find.
Service pages are clearly labelled and accessible.
Contact details are visible without unnecessary searching.
Visitors can quickly understand what information is available.
The website does not hide useful details behind too many clicks.
Reflection
Where might visitors struggle to find the information they need quickly?
Making Decisions
0 / 10
Making Decisions
0 / 10
Visitors can easily understand which service is right for them.
The website explains options without overwhelming people.
Helpful FAQs or guidance reduce uncertainty.
Visitors can compare services or offers without confusion.
The website helps people make decisions rather than simply presenting information.
Reflection
Where might visitors need more guidance before choosing the right next step?
Taking Action
0 / 10
Taking Action
0 / 10
The main call to action is easy to find.
The contact form is simple and not unnecessarily long.
Phone, email or enquiry options are easy to access.
Visitors know what will happen after they make contact.
The enquiry process feels low-friction on mobile devices.
Reflection
How easy is it for someone to contact you once they are ready?
Momentum
0 / 10
Momentum
0 / 10
Each important page suggests a clear next step.
Internal links help visitors explore useful supporting content.
Calls to action appear at natural decision points.
The page structure guides visitors in a logical order.
Visitors are not left wondering where to go next.
Reflection
Which pages naturally help visitors continue, and which ones leave them stuck?
Overall Journey
0 / 10
Overall Journey
0 / 10
The journey from homepage to enquiry feels simple.
Visitors can move through the website without confusion.
There are few unnecessary decisions along the way.
The customer journey feels helpful rather than demanding.
Taking the next step feels easier after exploring the website.
Reflection
If someone described your customer journey in one word, would it be simple or complicated?
Your Result
Ready to reveal your journey friction score?
Once you have answered the questions above, reveal your result to see how easily visitors can move through your customer journey.
Your Three Priorities
Use your lowest scoring sections to decide where the customer journey needs to feel simpler first.
Quick Win
What is one small obstacle you could remove from the journey this week?
Biggest Opportunity
Which step currently creates the most unnecessary effort?
Long-Term Investment
What larger improvement would make the whole journey feel easier?
One Betterknownas* Question
Where are you making customers work harder than they need to?
