From Friction to Flow: Identifying & Overcoming The Most Common Barriers to Conversion

“Dollars flow where the friction is low.”

Brian Halligan

In business—as in nature—energy flows where there is the least resistance. Just as water follows the path of least obstruction, your potential clients move toward offers, experiences, and brands that feel safe, clear, and easy to engage with.

Every customer journey begins with curiosity—but many never make it to the conversion step to buy, join, subscribe, etc. because hidden barriers stand in the way.

The more clearly and compassionately you can identify and solve your customers' concerns and hesitations, the more trust, connection, and sales you'll generate. This blog explores the common resistance points buyers face—and how you can dismantle them with clarity, empathy, and strategic marketing.

As a business owner, your responsibility isn’t just to sell to your customers—it’s to simplify their decisions and solve their problems.

When it comes to purchases or donations, there are several common points of resistance , friction that individuals or organizations may encounter: Addressing these barriers through targeted strategies can help improve conversion rates for both purchases and donations.

Certainly! Here are some remedies and solutions for each of the common points of resistance and barriers to entry for purchases or donations.

By implementing these remedies, organizations can effectively address barriers and encourage more purchases and donations.

In Feng Shui, energy stagnation is known as a blockage to Qi - often caused by excess clutter or confusion. In marketing, we call it "friction points" - the quiet deal-breakers and subtle obstacles that create doubt and stop your ideal clients from saying yes to the next step in the funnel. This manifests as drop-off points, low conversions, or ghosted proposals.

Value

High prices can deter potential buyers or donors. People often weigh the perceived value against the cost before committing. Similarly, individuals often have limited budgets and may prioritize other expenses over discretionary purchases or donations.

Remedies:

• Offer Discounts or Promotions: Introduce limited-time offers or discounts to incentivize purchases or donations.

• Flexible Payment Options: Provide installment plans or subscription models to make costs more manageable.

• Highlight Value: Emphasize the unique benefits and long-term value of the product or cause to encourage prioritization.

• Create Urgency: Use limited-time offers or highlight the immediate impact of donations to motivate action.

Trust

Concerns about the legitimacy of a product, service, or organization can prevent purchases or donations. Transparency and credibility are crucial.

Remedies:

• Build Credibility: Share testimonials, reviews, and case studies. Highlight any certifications or endorsements from reputable sources.

• Transparent Communication: Clearly communicate how funds are used or how products are made to foster trust.

  
  

Complexity

A complicated purchasing or donation process can discourage individuals. Simplifying the steps can help overcome this barrier. Easy experiences convert better.

Remedies:

• Simplify the User Experience: Streamline the purchasing or donation process with clear, easy-to-follow steps.

• Provide Guidance: Offer assistance through chatbots or customer service to help users navigate the process.

Oftentimes a customer's 'No' actually means ‘Not Yet" or "Not Sure". They simply need more time, and more clarity.

Confusion

Potential buyers or donors may hesitate if they are unsure about the benefits or impact of their purchase or contribution.

Remedies:

• Provide Clear Information: Offer detailed descriptions, FAQs, and impact statements to clarify the benefits of the purchase or donation.

• Money-Back Guarantees: For purchases, consider offering a satisfaction guarantee to reduce perceived risk.

Awareness

Lack of awareness about a product, service, or cause can be a significant barrier. Effective marketing and outreach are essential.

Remedies:

• Increase Marketing Efforts: Utilize social media, email campaigns, and partnerships to raise awareness about your offerings.

• Engage in Community Outreach: Participate in local events or collaborate with influencers to reach a wider audience.

When you remove resistance, your brand becomes a magnetic portal, a channel for ease, alignment, and exchange.

Disconnection

Emotional connections play a big role in decision-making. If a product or cause doesn’t resonate emotionally, it may be overlooked.

Remedies:

• Storytelling: Use compelling narratives to connect emotionally with potential buyers or donors, illustrating the impact of their support.

• Visual Content: Share images and videos that evoke emotions and create a connection to the cause or product.

Influence

Peer opinions and societal norms can impact decisions. People may be influenced by what their friends or community members think.

Remedies:

• Leverage Social Proof: Showcase how many others have purchased or donated, and share success stories to encourage participation.

• Encourage Sharing: Create referral programs or social media campaigns that incentivize sharing and community involvement.

Good marketing isn’t pushy—it’s inviting and welcoming. It says, “Here’s the open path. Walk with me.”

Accessibility

Physical or digital accessibility issues can hinder purchases or donations, especially for those with disabilities or those in remote areas.

Remedies:

• Ensure Compliance: Make sure your website and physical locations are accessible to all individuals, including those with disabilities.

• Offer Multiple Channels: Provide various ways to engage, such as online, in-person, or through mobile apps, to accommodate different preferences.

Commitment

Some individuals may fear making a long-term commitment, whether it’s a subscription service or a recurring donation.

Remedies:

• Offer Trial Periods: For subscriptions, consider offering a free trial period to reduce the fear of commitment.

• Flexible Cancellation Policies: Clearly communicate easy cancellation options to alleviate concerns about long-term commitments.

Turn your customer from cautious skeptics into loyal advocates by breaking down their psychological barriers and inner walls.

Wrapping It Up

Every point of resistance in your customer journey—whether it’s a clunky checkout process, vague messaging, or a mismatch of tone—is like clutter in a hallway. It slows momentum and diminishes trust. But when you clear those blockages—by deeply listening, clarifying your offer, and aligning your values with your audience's desires—you restore the flow. The result? Energy moves. People take action. Connection is made.

In today’s saturated marketplace, it’s not enough to have a great product—you have to make it easy for people to understand, trust, and choose you.

By solving your customers’ pain points with thoughtful messaging, emotional intelligence, and streamlined user experiences, you don’t just increase sales—you build a brand that’s approachable, human, and aligned.

If you’re ready to move beyond surface-level marketing tactics and dive into strategy that meets your audience where they are, I’d love to help. Book a discovery call today to explore how we can refine your brand messaging, increase conversions, and make marketing feel more natural—for you and your customers.

Emotion beats logic in the world of capitalism. People buy how they feel and justify with facts later.

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Erin Ratliff is a holistic business coach and consultant specializing in organic growth + visibility for heart-led soul-preneurs and energy-sensitive self-starters in pursuit of personal and planetary healing.

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