In science, friction
happens when objects rub against each other, and it’s often an unpleasant
experience that can always be remedied with a generous application of oil. In
websites, meanwhile, friction is a different thing altogether, if equally
unpleasant. This happens when a website is too complicated to navigate, earning
the ire and frustration of a user. If your website has too much friction, it
would ultimately result in reduced customer engagement, which is something that you wouldn’t want to happen.
Does Your Website Have Friction?
Does Your Website Have Friction?
Friction is generally
defined as anything that hinders user from achieving their goals when visiting
your website, such as distracting visuals, unnecessary actions, inconsistencies
in your website’s interface, or confusing functions. For instance, if a user
had to take several steps just to send a message to you, your website probably
has friction.
Minimizing Friction
Much like how oil can
reduce friction between two objects, you can reduce friction on your website by
making some changes in your web design. You can start by doing away with all
the unnecessary things and functions and opting instead to focus more on the
content. Try to set up an overall rhythm on your website, but don’t overdo it
lest you bore users. Though there are several content types you can post, from
blog posts to images and videos, remember to only include those that will help
the users more to achieve their goals when visiting your website.
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