Friction Definition

friction definition

What is Friction?

Friction definition: friction, as it relates to marketing, refers to the potential sticking points in a customer journey.

Friction can be found at online touchpoints that require effort from the customer, like:

  • Completing forms
  • Downloading resources
  • Making a purchase
  • Navigating a website

When the “workload” at these touchpoints becomes too much, customers are likely to abandon the process and leave a brand’s website.

For example:

If a brand’s newsletter sign-up form asks for too much personal information, it could deter them from entering their information at all, resulting in a lost lead.


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