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Friction

Definition:

Friction refers to any asset or page that is confusing, cognitively challenging, causes stress or is a distraction and results in users abandoning the page or the website. Examples include too much text, long forms with too many fields, irrelevant images and animated content near a call-to-action.

This product page from the website Comms-Express.com suffers from too much content, with multiple CTAs, banner ads,  competing messages and generally a confusing experience.  Notice also the page is too wide on the left side and content is cut off. This is the danger when companies try to cram too much information onto a single page.

Image of Comms-Express.com product page example of friction
Source: Comms-Express.com

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

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