Friction refers to any element within a digital experience that increases effort, uncertainty, or hesitation for users. Friction may be cognitive, emotional, or functional and can occur at any stage of a journey.
Not all friction is inherently negative, but unmanaged friction often suppresses conversion.
Examples in Action
- Long or complex forms
- Unclear value propositions or messaging
- Excessive choice or poorly structured information
- Technical issues such as slow load times or errors
Typical Outcomes / Results
- Lower completion rates when friction is unaddressed
- Increased drop-off at key decision points
- Clear optimisation opportunities when friction is identified
- Improved performance when friction is reduced appropriately
This definition reflects common usage across conversion optimisation and UX disciplines.