In marketing, Friction refers to any barrier or obstacle that prevents a user from completing a desired action, such as making a purchase or signing up for a newsletter.
Reducing friction is essential for improving the user experience and increasing the rates of conversion.
This could involve simplifying forms, improving site navigation or clarifying messages.
You know when you're reading an article and a paywall appears, asking you to pay R$ 0.99 to continue reading and you just give up?
That's an example of friction.
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