Friction is anything that slows, confuses, distracts, or discourages users from completing an action.
Example of Friction
A form that erases every answer after one validation error creates avoidable friction. Preserve the visitor’s valid entries, explain the specific issue and let them correct it without restarting the request.
Why Friction matters
It matters because more traffic is not always the answer. CRO and lead generation terms help teams improve the path from visitor to qualified opportunity, often producing more revenue from the same audience.
Related terms
Frequently Asked Question
What does Friction mean?
Friction means anything that slows, confuses, distracts, or discourages users from completing an action.