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friction conversion marketing

Friction

Definition

The psychological resistance that your visitors experience when trying to complete an action. Friction is a conversion killer usually caused by unclear messaging, lack of information or poor layout.

Oli Gardner discusses the difference between two types of friction and how they impact conversions.
“Friction = opportunity. Solve it for your customers today, or a competitor will tomorrow.” — @TheGrok
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Resources

  1. [VIDEO] Importance of Friction in Persuasion (Terry O'Reilly at TEDxWaterloo)
  2. How to Reduce Friction in Your Landing Page Copy Using the Fogg Model
  3. 7 Landing Page Mistakes That Are Stopping Your Prospects Dead in Their Tracks

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