What is Friction?
Any element of your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page. Examples of friction-causing elements include dissonant colors, too much text, distracting website navigation menus, or landing page forms with too many fields.
Example
Imagine you’re searching for a new pair of shoes online. You find a website with a cluttered layout, difficult-to-read text, and a confusing navigation menu. Additionally, the checkout process involves filling out a long form with unnecessary fields. Frustrated by these obstacles, you abandon the website without making a purchase. In this scenario, the friction caused by the website’s design and user experience leads to a lost sale.