Friction
Last updated: March 2025
Definition
Anything that slows down or stops someone from completing the action you want. Extra form fields, confusing navigation, slow load times, unclear CTAs, asking for a credit card too early. Every unnecessary step bleeds conversion. The goal is reducing friction to zero at decision points.
Why It Matters
People take the path of least resistance. Even small friction points compound. A form with eight fields loses more people than a form with three, not because the extra five are hard, but because each one is a micro-decision to continue or leave.
How to Improve
- Audit your conversion path. Count every click, field, and page load between landing and conversion. Cut ruthlessly.
- Remove optional fields from forms. If you don't need it to deliver value, don't ask for it.
- Speed up page load. Every second of delay increases abandonment. Compress images, lazy-load below the fold.
- Watch session recordings at your checkout or signup flow. You'll spot friction points data alone won't show.