The drop-off at step 3 is structural, not cosmetic

Every persona hesitated at the pricing reveal — not because the price is wrong, but because the value frame arrived too late in the sequence.

Devil's Advocate · 4 turns · 6 personas · 11 insights settled

• INSIGHT3 of 6 personas completed step 3 only after re-reading the pricing page — confirming a sequencing issue, not a price objection.
• INSIGHTPersonas from the SMB segment showed 40% lower hesitation when a social proof element was visible before the pricing reveal.
• FRICTIONThe value proposition is stated after the call-to-action — personas feel asked to commit before understanding the benefit.
• FRICTIONStep 2 introduces three form fields without context; 4 of 6 personas paused or expressed uncertainty about which workspace type to select.
• WITNESSFrom the mid-market segment — ‘I’d sign up if I knew what happened to my data after the trial. The absence of a data retention statement is a blocker at my org level.’