Friction is the enemy of motion. It’s always pulling against progress. Push an object forward and friction is there to slow it down.
When you make your website difficult to navigate, you are creating friction for your customers. When you make your instructions hard to follow, you are creating friction. When you make it difficult for your customers to pay, you are creating friction.
What can you do to reduce friction for your customers?
Amazon’s one-click payment, Facebook’s signup page and WordPress’s easy-of-use are all great examples of customer experiences that involve little friction.
Where are your customers getting stuck?
