07.4 · Capability in Activation

Conversion optimization

Improving the share of people who take the key steps, by removing friction and building trust.

Map4 skills

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4 skillsClick a hexagon to set your status

07.4.1Form frictionReducing the effort and hesitation forms cause.
07.4.2Trust signalsEvidence that makes people comfortable taking the next step.
07.4.3Funnel optimizationImproving conversion step by step through a flow.
07.4.4Signup and trial conversionTurning visitors into signups and trial users into customers.

Mark all 4

Where to start

3 resources

articleStart here
How to reduce cart abandonment ↗
Baymard Institute · 2026 · 13 min
The most common reasons people abandon a flow at the last step, with the research behind each fix.
articleStart here
Website forms usability: top 10 recommendations ↗
NN/g · 2016 · 9 min
Ten concrete rules for forms that people finish, from labels to error placement.
articleStart here
AARRR: the pirate metrics framework ↗
Amplitude · 2025 · 12 min
Acquisition, activation, retention, referral and revenue as one funnel, and where each metric fits.

0 tools

Tools for this topic are being researched.