What is it?

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.