Reducing Friction
Forms, speed, and trust.
What Friction Is
Friction is anything that makes converting harder: extra steps, confusing copy, slow loading, or unanswered doubts. Each point of friction costs you visitors who otherwise would have acted.
Reducing friction means smoothing the path so the easiest thing for a motivated visitor to do is exactly the action you want.
Motivation vs Friction
Conversion happens when motivation outweighs friction. You can raise motivation with a stronger offer, or you can lower friction so even modest motivation is enough.
Friction is often the cheaper lever. Removing a single needless form field can lift conversions without changing the offer at all.
Simple model:
Conversion likelihood
rises when motivation > friction
Levers:
+ raise motivation (offer, proof)
- lower friction (fewer steps)All lessons in this course
- Anatomy of a Landing Page
- Message Match
- Reducing Friction
- Testing What Converts