A friction point is any specific element or step in a website’s user experience that creates unnecessary difficulty, confusion, or hesitation for a visitor, potentially causing them to abandon their intended action, such as a purchase or form submission.
Common friction points include overly long or complex forms, unclear navigation, unexpected costs revealed late in a checkout process, or slow page load times that test a visitor’s patience.
Identifying friction points typically involves a combination of analytics data (high drop-off rates at specific steps), user session recordings, and direct user testing or feedback.
We identify and address friction points as part of our On-Page SEO service.