A friction audit is an attempt to look at a process and say, where are their little speed humps? Where are their points of friction or barriers or hurdles? And how can we systematically remove them? The first thing is working out where those are. The second part is saying, okay, so we found this friction point. But when they do, they find massive rises in conversion rates,. which basically means people buying their stuff, donating to their charities and so on.

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