Start with the actual route
Walk through an offer as a stranger. Identify where someone sees it, compares the offer, asks a question, and commits or leaves. Map only steps that exist.
MAKE THE TOOLS WORK FOR YOU.
Practical instructions for diagnosing buyer doubts and turning truthful answers into a page you can use.
Two tools, two kinds of files: a Friction Room investigation is your working record; a Proof & Trust public page is something customers can actually view. Each has its own downloadable editable JSON.
Make a new Friction Room project
Enter a business or offer name and the specific buyer you are investigating. Use Load example to inspect fictional demonstration data; replace it before relying on the output.
Record a sticking point
Choose the stage, write the exact question or breakdown, select whether it is observed, reported or hypothesised, and record a clear source or reason.
Do not mistake priority for certainty
The Friction Room offers transparent sorting using user-entered severity and effort. These are prioritisation aids, not conversion uplift forecasts or measured statistics.
Edit and compare cases
Add several issues, edit each field and decide what to investigate first. You can keep multiple separate projects with independent JSON backups.
Design a fair experiment
For each issue, write one improvement and what real behaviour or feedback would show a difference. Use a time window and record what is still unknown.
Save your working file
Download the editable Friction Room JSON regularly. Reload it in the same tool. Browser autosave, where available, is only a convenience and not a cross-device account.
Export useful investigation reports
Download a plain CSV and standalone HTML brief, or open the HTML in a new browser tab. Reports display supplied information; the sample is clearly labelled illustrative.
Start the Proof & Trust page
Choose a layout and a recipe in Proof & Trust Studio, then enter the real business name, purpose, contact and next-step link.
Only publish claims you can support
Add facts, credentials, demonstrations and FAQs that are true and current. Leave optional fields empty to omit them. Do not invent testimonials, policies or results just to fill a template.
Preview, test and export
Switch desktop and mobile previews. Open the actual generated page in a new window. Test links and accuracy before downloading the public HTML and project JSON.
Put the asset to work ethically
Host the exported page yourself or share it with a partner. Register the published URL in My Territory when genuinely live and use the Observatory for real feedback. Ghost does not host, verify or track it.
Before you publish anything
Confirm every contact method, evidence claim and destination. Check narrow screens. If the project includes fictional sample text, replace it. Read your actual policies and current offer terms. Download the editable project file separately from the public HTML. Publication, working form submissions and real-world measurement happen outside Ghost.