Spots in your conversion funnel that make it difficult for your users to proceed.

They can range from small details, like unclear text, to large problems, like error messages that make it impossible to move forward.

In CRO, your job as an optimizer is to eliminate the pain points so your users can proceed through your conversion funnel in the smoothest and easiest manner possible.

Applying analytics insights, and conducting A/B testing to optimize the experience helps remove pain points.