Many sites lose conversions due to unnecessary friction on their website.
Friction is defined by Marketing Experiments as “a psychological resistance to a given element in the sales or sign-up process.”
That’s a somewhat abstract definition. Put more concretely, friction frustrates potential customers and causes a decrease in revenues and conversions.
It’s important to note that the definition is widely contested. Optimizers aren’t uniform in their definition. Chris Goward puts it succinctly when he says,
‘…the word ‘friction’ for conversion optimization is unclear and confusing. It’s hard to tell what it really means. I think the underlying problems some refer to as friction are more related to Anxiety-causing elements, or perhaps lack of Clarity, or Distraction-producers…Maximizing the Clarity of your communication, reducing Distraction from peripheral messages and design, and eliminating Anxiety-causing elements can produce massive business improvements in your marketing.’
Oli Garnder of Unbounce says…