Conversion Friction
Conversion friction is anything in the user journey — extra form fields, unnecessary steps, slow loads, confusing copy, distracting design — that reduces the likelihood of completing the desired action.
In context
Friction analysis is the foundation of conversion-rate optimisation: walk through every conversion path counting clicks, form fields, decisions, and waiting moments. Common high-leverage friction reductions: cut form fields to the minimum (each extra field can drop conversion 5–10%), remove unnecessary account-creation steps, kill distracting nav and footer on landing pages, ensure CTA copy matches user intent. SEO traffic with high engagement converts 2–5× better when friction is low.
A Toronto B2B SaaS reduced their demo-request form from 11 fields to 4 — conversion rate from organic-search visitor to demo booked roughly doubled within a quarter.
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