Friction is what happens between intent and action. A buyer wants to enquire — and then something on the page makes them pause. A button that looks inactive. A field that does not auto-fill. A page that judders as it loads. None of it would feel important in isolation. Together, it is fatal.
The friction audit
- How long does it take for the hero to feel finished on a real mobile connection?
- Can a visitor tap a phone number and have it dial without scrolling?
- Does the form remember inputs if a user accidentally leaves and returns?
- Does the page reward a tap with feedback within 100 milliseconds?
- Does the price feel discoverable, or does it feel hidden?
The good news: friction is the cheapest thing in marketing to fix. It does not require more traffic, more ad spend or more content. It requires someone with the patience to walk the journey and the discipline to remove anything that slows the buyer down.
