What friction is: one of the factors that affects conversion. Friction is anything that causes resistance in your customer while you’re trying to get them to convert. Resistance can be in the form of aggravation, fatigue, confusion, and other factors that would cause your customer psychological distress.
What friction is not: surface resistance. The idea is the same, but this ain’t Physics 101.
Why we care about friction: Reducing friction for your customer is an important way to get them to continue along your conversion path. Even if they have the proper motivation, you have given them a clear value proposition, and you’ve created an incentive for them to convert, friction can throw them off and cause them to abandon the process. Reducing friction can be as simple as making a form shorter or your font easier to read.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.