The 6 questions that determine whether your website works – or doesn’t

Throughout the site user journey, six questions shape user decisions. These questions don’t appear all at once in the first seconds; they pop up naturally as the user moves from discovery, to consideration, to action.

At Conversionista, we often talk about increasing motivation and reducing friction. In relation to these six questions, the first four are about building motivation at the beginning of the user journey, and the last two are about reducing friction toward the end.

The 6 questions

1. Relevance: “Am I in the right place?”
2. Value: “What’s in it for me?
3. Trust: “Can I trust them?”
4. Action: “What can I do now?”
5. Ease: “How hard will this be?”
6. Assurance: “If I do this now, what happens if something goes wrong?”

1. “Am I in the right place?” (Relevance) 🧭

Does this page match what the user expected and help them understand they’re in the right context?

The moment a visitor arrives on a landing page, or even clicks deeper into your site to reach the next step of the journey, they’re scanning for clues. Does this page look like what they expected? Does the headline match the ad, email-link or CTA they clicked?

If the messaging feels mismatched or the page is too cluttered to quickly get a grasp of, their brain says, “Wrong place.” And then they're gone.🙁

2. “What’s in it for me?” (Value) 💎

Does the user quickly see the benefits and why this product or service matters to them?

Once relevance is confirmed, the next thought arrives just as fast: “Okay… why should I care?” A strong value proposition answers that without fluff.

It says: Here’s the benefit. Here’s how your life gets easier, safer, cheaper, better.

Add simple USPs, show differentiation to competitors, and highlight value through clear copy, not vague claims. If the user can’t articulate the benefit within seconds, the value isn't clear enough.

3. “Can I trust you?” (Trust) 🤝

Does the site feel credible, safe, and reliable enough for the user to continue?

Even if the offer is good, users hesitate if the site feels unreliable. Bad visual design, strange wording, slow loading, broken elements…. These are red flags.

Trust is built through credibility:

• A functional website with minimal errors
• Professional design with high-quality images
• Clear prices with no unexpected extra fees
• Social proof as in reviews and testimonials
• Recognizable logos, for example trusted payments
• Seals & badges

In other words: trust is formed by hundreds of tiny signals, and unfortunately, one broken signal can destroy it instantly.

4. “What can I do now?” (Action) ➡️

Is the next step clear, visible, and easy to understand?

Once a user trusts you, they look for direction. Not five options. Not a maze of buttons. One clear primary next step. And when it makes sense, a secondary call to action that offers a lower‑commitment alternative.

• “Buy now.”
• “Get started.”
• “See pricing.”

Users want clarity and momentum. With strong CTAs, visual hierarchy, and motivating content near the decision point, they move forward without thinking. Without it, they may freeze. 🥶

5. “Will this be hard?” (Ease) 💪

Does the journey feel simple, intuitive, and free from unnecessary effort?

People avoid friction. If something looks complicated, they brace themselves, or abandon the process before they even begin. Ease is about removing that fear!

• Break longer content into chunks to increase readability
• Simplify forms, remove unnecessary fields and show progress
• In input fields: use clear labels and supportive validation
• Make sure to follow accessibility directives

When users feel “This won’t be difficult,” they probably continue.

6. “If I take this step… what if something goes wrong?” (Assurance) 🔒

Does the site reduce risk with guarantees, support, and safety nets that calm user concerns?

This is the quiet doubt users may not sayout loud, but everyone feels:

• “What if I don’t like the product?”
• “What if I regret this?”
• “What if I get charged?”
• “What if the service isn’t what I expect?”

Make sure to calm your users by lifting money‑back guarantees, free returns, trials, warranties, service and support options, etc. The message becomes: You can act now, and you’ll be safe no matter what.

Conclusion

Every user most likely goes through these six questions. When your website answers them clearly, you reduce friction, increase motivation, and create a journey that feels natural instead of forced.

The brands that win aren’t the ones shouting the loudest.

They’re the ones quietly answering the questions users never say out loud.