What is Friction?
Friction in CROisCROthat delays, discourages, or confuses a visitor on their way to aConversionincreases the bounceBounce Ratethe conversionConversion Ratefriction is one of the fastest and most impactful ways to get more out of existing traffic.Examples of
frictionOverly long
forms with unnecessary required fields, mandatory registration before a purchase, unclear prices or hidden costs, slow loading times, missing social proof, confusing navigation, unclear CTAsSocial Proofshipping costs in the checkout.IdentifyCall to Actionshow you where visitors drop out or click
on non-clickable
elements.SessionHeatmapshow where frustration is visible in the behavior.GA4 shows the exit pages in your checkout funnel.Reduce frictionSimplify forms, removeGoogle Analytics 4steps, communicate trust through quality marks
and social proof,
and improve loading speed.Every threshold you lower immediately increases the conversion rate.Is all friction bad?Not always.A mandatory registration filters out unsuitable leads.Context determines
when friction is
acceptable or even desirable.Why do people abandon their shopping cart?Often due to unexpected shipping costs, mandatory registration