What does customer friction refer to on a website?

Customer friction on a website refers to obstacles that hinder visitors from taking desired actions, such as making a purchase, signing up for a newsletter, or navigating through the site smoothly. When a website has high friction, it can result in user frustration, leading them to abandon the site rather than complete their intended tasks. This can be due to various factors like a complicated checkout process, unclear navigation, slow loading times, or any other barriers that complicate the user experience.

In contrast, the other options describe different aspects of a website's performance but do not directly relate to the concept of customer friction. High traffic volume pertains to the number of visitors, which does not necessarily imply an ease of use. A user-friendly design would actively reduce friction, while promotions that attract visitors are focused on drawing in traffic rather than addressing the smoothness of the customer experience once they are on the site. Thus, understanding and minimizing customer friction is crucial for improving website performance and conversion rates.