Friction map
Where the drop-off happens, stage by stage.
Stage 1
Discover
Buyers choose it as an affordable Indian alternative to imported serums.
3 evidence items
Lead the ad hook with the switch story rather than with ingredient lists.
Stage 2
Understand
Customers want visible progress but do not know when to expect results.
4 evidence items
Add a realistic timeline section to the product page and explain what early progress looks like.
Stage 3
Consider
Price is judged per bottle because cost per use is never shown.
2 evidence items
State how many applications one bottle provides and show the per-use cost next to the price.
Stage 4
Trust
The natural positioning conflicts with the preservative on the label.
2 evidence items
Explain in plain language why the preservative is present and what it does.
No visible return policy is costing considered purchases.
2 evidence items
Place the return window next to the add-to-cart button, not only in the footer.
Stage 5
Purchase
Silent delivery windows turn a slow shipment into a bad review.
1 evidence items
Send a dispatch and mid-transit update, and state a realistic delivery window at checkout.
Stage 6
Use
Application frequency is unclear, so customers invent their own routine.
2 evidence items
Put a three-step usage routine on the pack, the product page and the order confirmation email.
Stage 7
Repeat or recommend
No friction recorded.