The conversion process on every website, especially online stores, must be as easy as possible. Moving a prospective customer from the awareness stage, to the consideration stage, to the final decision stage should be simple, straightforward, and completely obvious.
Friction happens when something on your website slows down or stops the progression of a prospective buyer from moving through your sales funnel. Identifying points of friction in your sales process and addressing them can help increase sales from your existing traffic dramatically.
There are 7 fundamental ways to reduce friction on your website and increase conversions: