Sample Diagnostic | See a Real Friction Audit

Every issue ranked by impact, effort, and funnel stage — the first answer to “what do we fix first?”

#	Issue	Stage	Impact	Effort
1	Booking form has 7 fields on mobile — name, DOB, NHS/private, insurance, preferred clinician, treatment, and preferred time	Conversion	High	Low
2	Google Business Profile has 14 reviews vs nearest competitor's 91 — suppressing local pack position	Visibility	High	Medium
3	Core service pages average 190 words — too thin to rank for high-intent treatment searches	Visibility	High	Medium
4	No sticky CTA on mobile — users who scroll past the hero have no visible route to book	Conversion	Medium	Low
5	No post-appointment review request — satisfied patients leave without prompting	Retention	High	Low
6	Site loads in 6.8s on mobile — nearest competitor loads in 2.3s	Visibility	Medium	Medium

A real diagnostic typically surfaces 8-15 ranked issues. This shows the top 6.

Each priority issue gets this level of breakdown — the reasoning, the evidence, and the expected outcome, not just “fix the form”.

Issue #1

Booking form has 7 fields on mobile before the patient can confirm

The online booking form requires name, date of birth, NHS or private preference, insurance provider, preferred clinician, treatment type, and preferred appointment time before showing a confirmation screen. On mobile, this spans 3 scroll lengths and requires switching between keyboard and dropdown inputs. Heat mapping shows 64% of mobile users who reach the form abandon before submitting. Desktop abandonment is 28%.

Why this matters

At the point someone opens the booking form, the decision to book has already been made. Every field after that is friction applied against intent that already exists. Asking for insurance provider and preferred clinician at this stage serves the practice's admin workflow, not the patient's journey. The result is that the practice's own booking system is its biggest source of lost enquiries.

Recommendation

Reduce the initial form to three fields: name, phone number or email, and preferred date. Collect clinical and administrative detail in a follow-up confirmation message sent immediately after booking. This moves admin friction to after commitment, not before it. Add a sticky 'Book Now' button on mobile that persists as the user scrolls.

Expected impact

Based on comparable interventions across similar appointment-based service businesses, expect a 35-50% reduction in mobile form abandonment within 2 weeks of deployment.

Key metric

Mobile form completion rate (currently ~36%, target 60-70%)

The diagnostic ends with a scoped sprint brief for the highest-priority fix. Not a roadmap — a shipping plan with a single success metric.

Bottleneck

Mobile booking form abandonment

Objective

Reduce form friction and recover enquiries being lost at the point of intent

Changes to ship

Strip booking form to 3 fields: name, contact, preferred date
Move clinical and admin questions to a post-booking confirmation flow
Add sticky mobile CTA that persists on scroll across all service pages
Set up automated review request via SMS 48 hours after appointment

Success metric

Mobile form completion rate moves from ~36% to 60%+ within 14 days of deployment

Timeline

4 working days: 1 day design, 2 days implementation, 1 day QA and monitoring setup

Owner

Encanta (design + implementation) with client for deployment sign-off

This is what a diagnostic actually looks like

Open the document

Booking form has 7 fields on mobile before the patient can confirm

Why this matters

Recommendation

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