Turning Friction into Flow

Turning Friction into Flow

This week, we’re diving into We Tranxact, a Birmingham-based card processing broker. With strong offerings in payment solutions for businesses, their website has the potential to deliver outstanding conversions. However, as with many funnels, there are opportunities to refine the flow and reduce friction for users. Let's break it down into positives, areas for improvement, and actionable fixes.

Positives: What's Working Well

  1. Clear Call-to-Actions in the Header

  2. Strong Value Proposition

  3. Trust Signals Above the Fold

  4. Engaging Visuals

These elements demonstrate a solid foundation for building trust and encouraging action.

Areas for Improvement: Desktop Experience

1. Missing CTA Above the Fold

  • While the header buttons are visible, the hero section lacks a compelling call-to-action. Users are forced to scroll down twice before encountering another CTA, as shown in 

Suggested Fix: Place a bold, action-oriented CTA directly in the hero section. Example:

  • "Get a Free Quote for the Best Card Payment Solutions." Ensure it contrasts visually to stand out.

2. Over-Spaced Content

  • The headlines and visuals are spaced too far apart, creating unnecessary scrolling.

Suggested Fix: Compress the design to keep the most critical elements—value proposition, visuals, and CTA—visible without scrolling.

Areas for Improvement: Mobile Experience

1. Hidden CTAs

  • On mobile, while the header has a "Call Us" button, users must scroll 3–4 times before seeing the "Request Quote" button. 

Suggested Fix: Implement a sticky CTA button at the bottom of the screen. This ensures that a prominent action like "Get a Quote Now" remains visible as users navigate the page.

2. Chat box covering content

  • It may be worth reviewing the number chat requests you receive on mobile, as it half covers the CTA when you scroll. And covers other key information on the page.

Suggested Fix: Review stats, and consider having it default minimised on mobile.

CTA vs Call-to-Outcome

The existing "Request a Quote" is functional but lacks motivation. Shifting to a Call-to-Outcome can better communicate the benefit users will receive. For example:

  • Replace "Request a Quote" with:

A combined approach—action plus outcome—can drive engagement. For example:

  • "Get Your Quote to Save Time and Reduce Costs Today."

Funnel Analysis: Friction in the Flow

Clicking "Request a Quote" introduces unnecessary steps:

  1. Users land on a Contact Page instead of a form, which raises slight anxiety due to the unexpected detour.

  2. They must click again to access a HubSpot form, hosted on a separate domain and lacking branding or trust elements.

Why This Matters:

  • Each additional click adds friction and increases drop-off risk.

  • The lack of branding and visual continuity on the HubSpot form might make users question its legitimacy.

Proposed Fix:

  • Embed the HubSpot Form Directly on a Branded Page

Improved Funnel Flow:

  • Click "Request a Quote" → Land directly on a branded form embedded on the site.

This streamlines the user experience and maintains trust throughout the process.

Why It Matters

Every second of hesitation or friction in the user journey reduces the likelihood of conversion. By addressing these gaps—enhancing CTAs, optimising mobile layouts, and embedding forms—you can create a seamless, trust-building experience for users.

Take Action Today

Your website is your storefront. Ensuring it’s primed for trust and action will maximise conversions and keep your funnel flowing smoothly. If you’d like me to review your funnel or provide actionable insights, feel free to reach out. 

Let’s make your site a revenue-generating machine. 

Rav Bains

Entrepreneur, one of the people, Payments, Biohacker, health, fitness, wellbeing enthusiast, researcher, innerstanding of true Law and truth seeker Live life with no regrets!

3w

Small tweaks like better CTA placement and smoother form flows can indeed make a huge difference in conversions on a website. Looking forward to more insightful tips from you, Peter!

Keith Elwell

Water Safety Innovator & Smart Building Specialist | Guiding Businesses Toward Safer, More Efficient Operations | Serial Founder & Goldman Sachs 10KSB Graduate

3w

Great insights here Peter 👏 👍 👌

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