Friction

Friction in marketing refers to any element of a website or process that prevents a user from taking the desired action. This can be technical (slow load times), cognitive (confusing navigation), or psychological (asking for too much personal info). Identifying and removing friction—such as unnecessary form fields or intrusive pop-ups—is the core focus of CRO. Lowering friction reduces the 'cost' of the interaction for the user, leading to higher conversion rates and better user satisfaction.