<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

## Conversion Friction

Friction is anything that prevents, slows, or irritates users on the path to conversion.

**Common sources**: excessive form fields, mandatory account creation, unclear navigation, slow loads, confusing copy, hidden costs, limited payment options, intrusive popups, poor mobile experience, lack of trust signals.

**Value-to-Friction Ratio**:

```text
Conversion Likelihood ∝ Perceived Value / Perceived Friction
```

Users tolerate more friction for higher-value offerings:

1. Increase perceived value — better communication, demos, social proof
2. Reduce friction — simplify processes, remove unnecessary steps
3. Match friction to value — don't ask for too much too soon
4. Progressive engagement — low-friction micro-conversions first, then higher-commitment asks
