One Signal.
One Friction.
One Decision.
I find where revenue breaks in your B2B SaaS product and give you exactly one defensible action to fix it.
- Method
- Signal → Friction
- Delivery
- 72 hours
- Format
- 100% Async
- Commitment
- Fit reviewed first
Revenue doesn't break
where you think it does.
Most B2B SaaS teams optimize the wrong metric because they diagnose the symptom, not the cognitive mechanism underneath. The result: months of A/B tests that move nothing.
High traffic, low conversion
Rewrite the copy
Cognitive Load — too many decisions on screen
Users drop at pricing
Lower the price
Value Uncertainty — can't estimate ROI
Trial-to-paid < 5%
Add more features
Ordering Error — value shown too late
Demo requests but no close
Train the sales team
Commitment Anxiety — leap too large
A clinical framework for conversion.
Observable Data
We start from observable behavior — what the funnel actually shows, stripped of opinion and narrative.
Cognitive Mechanism
Isolation of the dominant friction mapped to one of six core psychological mechanisms driving the drop-off.
Actionable Pivot
Translation into one defensible, verb-led decision the team can implement this week. No fluff, no roadmap.
Every conversion failure maps to one of these.
These are not opinions. They are cognitive patterns observed across hundreds of B2B SaaS funnels. Your product has one dominant mechanism causing the break.
Cognitive Load
Too many variables on screen. The user freezes because the cost of choosing exceeds the perceived value of continuing.
Trust Deficit
The product demands credit — time, money, or data — before providing verifiable proof of value.
Commitment Anxiety
The leap required to proceed is disproportionate to the value the user can visualize at that moment.
Ordering Error
The sequence of promises, proof, and asks is misaligned with the buyer's natural decision logic.
Identity Friction
The framing forces the user to assume a competence level or identity they reject or haven't reached.
Value Uncertainty
The buyer cannot construct a safe mathematical or emotional estimate of the ROI.
What lands in your inbox.
Clinical Diagnostic
A written report identifying the signal, the dominant friction mechanism, and three strategic options with explicit trade-offs. No fluff. Pure analysis.
Interface Annotations
High-resolution mockups of your product with precise annotations showing what changes and why. Visual proof that the friction exists and how to resolve it.
Video Walkthrough
A 5-minute Loom walking through the diagnostic, the interfaces, and the reasoning behind each option. Everything async. No calls needed.
One diagnostic. One fee.
No retainers, no hourly billing, no scope creep. You get the diagnostic, the interfaces, and the video.
Revenue Diagnostic
Full Signal → Friction → Decision analysis on one product or funnel.
- Written clinical diagnostic
- 3 strategic options with trade-offs
- Annotated UI/UX mockups
- 5-min video walkthrough (Loom)
- Delivered in 72 hours
Advisory Retainer
Monthly async advisory. Continuous friction monitoring and decision support. Upgrading within 14 days of diagnostic delivery fully absorbs your initial $1,500 fee as a 100% credit toward your first month's advisory.
- Everything in Revenue Diagnostic
- Bi-weekly async check-ins
- Priority Loom responses within 24h
- Ongoing funnel monitoring
- Cancel anytime, no lock-in
Ready to find the friction?
The intake takes 3 minutes. I review every submission for fit before accepting. If we are not a match, I will tell you directly.
3 min form · No commitment · Fit reviewed first
Your proprietary funnel insights and data are protected.
All analysis is conducted directly, under strict professional discretion. We never sell, share, or distribute your conversion funnels, onboarding flows, or product metrics. Your information is used exclusively to isolate your dominant friction point and deliver your Revenue Friction Diagnostic.