// guide
How to reduce friction on your landing page
Friction is everything between a visitor's intent and the action. The more you ask before showing value, the more people drop. Most pages ask too much, too soon.
Show value before you ask for anything
The biggest friction is demanding commitment before the visitor understands what they get. Asking for a credit card, a long form, or an account connection up front, before any value, is the fastest way to lose people.
Flip the order: let them experience or clearly see the value first, then ask for the smallest possible next step.
Cut form fields to the minimum
Every field is a reason to leave. Ask only for what you truly need to deliver the next step, often just an email, sometimes nothing at all. You can always collect more later, once they're in.
Answer the objections on the page
Unanswered questions are friction too: 'how much is it', 'do I need an account', 'what happens after I click', 'is my data safe'. If the visitor has to hunt for these, many won't. Put the answers right where they'd hesitate, near the CTA.
Speed and clarity count
A slow page or a confusing next step is friction you can't see in the copy. Make the load fast, the path obvious, and the primary action impossible to miss. The fewer decisions a visitor has to make, the more of them convert.