Friction is the resistance that a customer experiences when trying to complete a task or journey. It can be caused by several factors, including a lack of understanding, a complicated or time-consuming process, or a lack of motivation. Friction can have a negative impact on the customer experience, but it can be improved. By understanding the causes of friction and designing solutions to reduce it, businesses can create a smoother and more enjoyable customer journey.

Friction can be caused by anything from a confusing website design to a long and complicated checkout process. To reduce friction and improve the customer experience, businesses need to identify any potential friction points in the customer journey and take steps to address them. Businesses can improve conversion rates, customer satisfaction, and overall customer lifetime value by reducing friction.