An overview of the metriq original concept, Ease of Acquistion.
The idea behind Ease of Acquisition (EoA) is simple: the faster someone understands your value and takes the next step, the faster you earn the right to keep the conversation going. When we studied our own client launches, the projects that paired UX improvements with EoA guardrails saw conversion lifts between 18% and 42%. That result tracks with broader research. Nielsen Norman Group has shown that reducing cognitive load during the first 30 seconds of a visit can increase task completion rates by up to 37%, while Baymard Institute reports that simplifying checkout flows removes friction that costs ecommerce brands an average of 26% of potential orders. In other words, EoA isn’t fluff—it’s a measurable, bi-directional lever that helps the user and the business at the same time.
Before we sketch a flow, we run Semrush Keyword Magic Tool queries and analyze questions with reasonable search volume but manageable keyword difficulty. That research shows us which tasks people are trying to complete (“how to request demo,” “compare plans,” “pricing calculator”), what intent sits behind those searches, and which pieces of content or navigation labels need to exist. If a topic doesn’t show up in those intent clusters, it rarely deserves prime screen real estate. This step alone keeps EoA grounded in real demand instead of internal gut feel.
UX focuses on how a specific product works. CX zooms out to how people feel about every interaction with the brand. EoA sits between the two and asks, “How easy is it to move from awareness to action?” That means surfacing high-intent CTAs above the fold, making pricing findable without a treasure hunt, and labeling navigation with terms users actually type into search bars. Treating EoA as its own scorecard keeps teams honest when they reconcile design decisions with revenue goals.
EoA has to work for both sides of the table. When a prospect gets the answer they need in two clicks, they’re more likely to trust the next step. When the business gets cleaner data (via forms, analytics, CRM), it can personalize future touchpoints without creating extra work for the visitor. We track bi-directional success using metrics like:
Linking each metric to revenue keeps stakeholders aligned. If a change doesn’t protect revenue or improve experience, it doesn’t ship.
We run quarterly Webflow + Semrush site audits to monitor technical SEO, structured data, and page speed. Once the technical floor is stable, we run CRO experiments (Optimizely, Mutiny, custom scripts) to test navigation labels, CTA placements, or content blocks. A/B testing is our default because it lets us isolate one hypothesis at a time without sacrificing the control experience. When we vet new testing tools, we prioritize interface usability, impact on load speed, and whether they introduce FOOC (flash of original content).
Every experiment lives in a repository with parameters, observations, and next questions. That documentation gives content and product teams a single source of truth when they decide whether to roll tests out globally or retire them.
Ease of acquisition doesn’t stop at UX. If people can’t find your content, they can’t experience that smooth journey. That’s why we pair every EoA initiative with an internal linking plan (related posts, product tiles, hub-and-spoke resource libraries) and a lightweight backlink campaign. Sharing original research or frameworks—like this EoA scorecard—with partners, podcasts, or industry publications earns referring domains that validate the work you’re doing on site.
We read every draft out loud, shorten sentences, and swap jargon for plain language. Then we revisit high-performing posts every six months using Semrush Organic Research to see if intent shifted or if new competitors entered the space. When traffic dips, we refresh screenshots, add new data, link to newer resources, and resubmit the URL for indexing. That cycle keeps the material relevant and reinforces that EoA is a living practice.
Here’s our repeatable process:
Following that loop keeps acquisition friction low and conversion velocity high—without turning your content into a pitch deck.
Ready to diagnose your own EoA score? Drop us a line. We’ll walk through your current experience, highlight the friction, and share the experiments that can move the needle fastest.
