Friction refers to the amount of resistance a user encounters as they go through a website.

When there is "high friction," there are a lot of obstacles in the way of converting.

Sometimes, high friction can occur because a process or system is not optimized on the website. Therefore, the goal is to remove or reduce friction on a website.

Wording in Calls To Action (CTA) button can heavily influence perceived level of friction.

High-friction CTAs require strong commitment from the visitor. They include commanding phrases, like "Order Now," "Buy Now" or "Purchase".

Typically, friction slows, or may stop, a visitor from converting. However, sometimes some degree of friction can be beneficial.

A high friction CTA may be best served later in your conversion funnel, like on the "Add to Cart" or "Checkout" page, where visitors need a hard push to take the final action and complete the transaction.