Friction

Friction

Friction is anything that slows down or makes it harder for users to complete a task on a website, app, or service. It can be extra steps in checkout, confusing menus, slow load times, or unclear instructions. Too much friction frustrates users and can lead to drop-offs or lost customers.

Why it’s important for your business

Reducing friction makes it easier for customers to do what they came for - whether it’s buying a product, signing up, or booking a service. A smooth experience keeps users happy, increases conversions, and builds customer loyalty. If a process is too complicated or slow, people will leave and go elsewhere.

Examples

1. E-commerce: An online store notices users abandoning their carts because checkout requires too many steps. By removing unnecessary fields, they make checkout faster and boost sales.
2. Finance: A banking app finds that users struggle to reset their passwords due to a long, complicated process. They simplify it with a one-click reset link, reducing support calls and improving user satisfaction.
3. Food Delivery: A delivery app realizes that customers often drop off at the payment page. By adding more payment options and auto-filling details, they make ordering easier and increase completed orders.

Reducing friction makes your product easier to use, leading to happier customers and better business results.

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