How to reduce friction in your online sales process

Friction is anything that makes it harder or more uncertain for someone to buy — extra steps, confusion, doubt, slowness. Reducing it is often the fastest way to lift conversions, because you're removing reasons to leave.

Common sources of friction

• •Too many steps or fields.
• •Slow pages and clunky mobile experience.
• •Unclear next steps or hidden information.
• •Unanswered doubts (price, trust, what happens next).

Smooth the path

Shorten forms, speed up the site, answer objections up front, and make every next step obvious. The easier and more reassuring you make it to act, the more people will.