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