Why friction matters
Most conversion problems aren’t persuasion problems: the visitor already wanted the product, and the path talked them out of it. Friction is CRO’s central diagnosis because it names what the fixes share, fewer steps, fewer doubts, fewer distractions, and because it’s cumulative: no single toll loses the sale, the stack of them does.
The three kinds to hunt
- Effort frictionSteps, fields, load time, and anything requiring work before checkout
- Doubt frictionUnanswered questions about fit, quality, shipping, and returns
- Distraction frictionCompeting links, popups, and choices pulling attention off the ask
- The hidden taxSurprises, fees, stock, and delivery dates revealed late
Questions
How is friction found on a store?
Where behavior breaks: funnel drop-offs locate the step, session recordings and user tests show the struggle, and the support inbox names the doubts in the customer’s own words. Guessing at friction produces redesigns; watching for it produces fixes.
Is all friction bad?
No, some is load-bearing: address validation, fraud checks, and honest confirmations prevent worse pain later, and a moment of consideration suits high-ticket purchases. The rule is intent: keep friction that protects the customer, kill friction that merely protects the process.