When there is “high friction,” there are a lot of obstacles in the way of conversion.
Wording in Calls To Action (CTAs) can heavily influence perceived level of friction.
“High friction” word or CTAs, require strong commitment from the visitor. They include commanding phrases, like “Order Now,” “Buy Now” or “Purchase”.
In contrast, “low friction” CTAs gently nudge the visitor along, without requiring strong commitment. Low friction phrases generally start with engaging verbs that make the action seem easy and beneficial.
They include phrases like “Learn More,” “Get Free,” and “Find Out”.
A low friction CTA is more likely to work early on in your funnel, like on your homepage. Where as a high friction CTA may be better served later in your conversion funnel, like on the “Add to Cart” page, where you visitors has already indicated conversion intent and is more ready to take the plunge and complete the transaction.