Step 4 of 9 — CONVERT
Purpose: Map the moments a known lead hesitates between wanting and buying, and pin the one intervention that clears each. You fill it from evidence — abandonment data and your Foundation Blueprint — not from guesswork.
When to run it: Once your IDENTIFY step is turning anonymous interest into known leads, and you have enough checkout and page data to see where people stall. Re-run quarterly as new questions surface in chat logs.
Inputs: the identified lead and the path they take to checkout · cart and checkout abandonment data (where people leave, and at which step) · the objections and questions in your Customer Avatar · your Brand Voice adjectives.
| 1. Friction Point (what makes them pause) | 2. Where It Occurs (page · step · behavioural trigger) | 3. The Intervention (chat · email · FAQ · trust signal) | 4. Owner | |
|---|---|---|---|---|
| A. Cost surprise (fees, shipping, tax landing late) | ________________________________ | ________________________________ | ________________________________ | ________________ |
| B. Process wall (forced account, long or confusing form) | ________________________________ | ________________________________ | ________________________________ | ________________ |
| C. Trust doubt (payment security, is this real) | ________________________________ | ________________________________ | ________________________________ | ________________ |
| D. Unanswered question (returns, sizing, compatibility, delivery) | ________________________________ | ________________________________ | ________________________________ | ________________ |
| E. Your friction point (name it from your own data) | ________________________________ | ________________________________ | ________________________________ | ________________ |
Friction Point — name what the lead is feeling: confusion about a cost, a doubt about security, a question your page never answered. Where It Occurs — the page and step, plus the observable signal: >60s on the checkout page, exit intent on the cart, dwell near the returns section, idle on the card field. The Intervention — the single move that clears it: a proactive chat message, a reassurance snippet, an FAQ line on the page, a trust badge, a follow-up email. One per row. Owner — who builds it and keeps it true: live-chat staff, the bot’s flow, the page copy, the CRO lead.
Instructions:
- Start from the data, not the wish. Pull where leads leave from your abandonment report. Cost, forced accounts, and unseen totals are the usual culprits — confirm which apply to you before filling a row.
- Name the friction in Column 1. State what the lead is feeling, plainly. If you cannot name it, you do not yet have a row — go back to the data.
- Locate it in Column 2. Give the page, the step, and the behavioural trigger. A trigger defined by behaviour is honest; one built on a hunch is a wish.
- Choose one intervention in Column 3. Match the method to the friction: a question wants an answer (chat or FAQ), a doubt wants reassurance (trust signal), a wall wants removing (fix the step). Real-time interventions live here; structural fixes hand off to SELL.
- Assign an owner in Column 4. Every row needs someone accountable, or it will not ship. An unmanned chat widget is worse than none.
- Read down the table. Cover your three to five highest-priority friction points first. Leave the long tail for the next pass.
Feeds: → SELL — the resolved-friction map shows where your static page, copy, and trust signals must do the work before any live intervention is needed.
Source: 3.1-engage.md · Prompts: prompts/Engage.md · SOP: the ENGAGE SOP