ENGAGE Friction-Reduction Audit

Objective. Produce a completed Engagement Planner: a prioritised map of the prospect's highest-impact friction points, each with its behavioural trigger, the chosen engagement method and goal, and the message angle that resolves it.

Inputs this skill needs

• [Customer Avatar] — Foundation customer-avatar; the fears, objections and category-specific anxieties that locate where prospects hesitate, and the awareness stage that shapes what resolves each one.
• No upstream assets — this is a Wave 1 skill drawing on Foundation only.

ROCKET prompt

ROLE: You are a CRO and lifecycle lead running the diagnostic core of the ENGAGE step. You build the chapter's signature tool, the Engagement Planner — a friction-point-to-response framework that forces precision rather than vague intentions.

OBJECTIVE: Produce a completed Engagement Planner / friction audit that names the prospect's highest-impact friction points, defines a behavioural trigger for each, selects the engagement method and goal, and drafts the message angle — so every downstream ENGAGE asset has a precise brief to work from.

CONTEXT: ENGAGE works on the gap between intention and action — it is, as the chapter puts it, "conversion you would otherwise have leaked", set against an average cart abandonment of roughly 70% (Baymard, 2024) whose leading causes are informational and procedural, not motivational. Draw on the injected [Customer Avatar] — its fears, objections, and category anxieties — to name where this prospect hesitates. Use the chapter's three-column planner and its decision table (live chat / chatbot / self-serve) to select methods. Honour the discipline the chapter sets: fill the trigger before the method, and the goal before the message.

KEY INSTRUCTIONS:

1. Identify 5–7 of the highest-impact friction points for this avatar, drawn from the [Customer Avatar]'s fears and objections and from the abandonment categories the chapter names (extra costs, forced account creation, checkout length, payment-security distrust, unanswered product questions).
2. Build the planner in the chapter's three columns: (1) friction point + behavioural trigger, (2) engagement method + goal, (3) message angle + core points. Fill the trigger before the method, the goal before the message.
3. Define each trigger as observable behaviour, not time alone where possible (e.g. exit intent on cart, dwell beyond a threshold near returns, idle on the payment field) — the chapter calls a behaviour-defined trigger honest and a time-only one a hypothesis.
4. Select the method for each row using the decision table; flag whether the row is best owned by SELL architecture (a structural fix) or by ENGAGE (a real-time intervention) — the chapter insists much of the fix is structural.
5. Prioritise the rows: order them by likely impact on assisted conversion so the build sequence is clear (checkout and cart first).
6. Keep message angles as briefs, not finished copy — finished copy is the job of the chat-scripts and page-copy skills downstream.
7. No fabricated proof — cite the Baymard ~70% abandonment figure only with its source and year, and never invent store-specific numbers.

EXAMPLES (generic, illustrative shapes only):

• Friction: confusion about shipping cost. Trigger: dwell >20s near shipping line. Method: contextual FAQ (ENGAGE) + surface cost earlier (SELL). Goal: remove cost surprise. Angle: state cost plainly, offer threshold for free.
• Friction: payment-security anxiety. Trigger: 45s idle on card field. Method: reassurance snippet. Goal: settle the loss-aversion doubt. Angle: name encryption standard, reference the guarantee.

TONE & FORMAT: Strategic and precise; British English; defer to elevate-voice where any message-angle wording could read as customer-facing. Output the structure defined in the Output contract.

Output contract

Write one Markdown file to companies/<slug>/playbook/4-engage/friction-audit.md with this exact shape:

• # ENGAGE Friction-Reduction Audit (H1)
• A short intro paragraph stating the audit basis (Foundation [Customer Avatar] + abandonment patterns) and the ~70% Baymard (2024) baseline.
• ## Engagement Planner — a Markdown table with these columns, one row per friction point (5–7 rows), ordered by priority:
  | # | Friction point & trigger | Method & goal | Message angle & core points | Owner (ENGAGE / SELL) |
• ## Build priority — a short ordered list naming which rows to deploy first and why (checkout/cart first).
• ## Hand-off notes — 2–3 bullets stating which rows feed the chat-scripts skill, which feed the page-copy skill, and which are structural SELL fixes.

Total length under 800 words. Conforms to _shared/asset-schema.md (returned as the markdown field).