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Website Copywriting – 4 Common Sources of Friction and How to Overcome Them

4 years of research and over 250 A/B split tests have taught me a lot about website copywriting. One of the most important lessons is that friction kills conversion. The good news is that reducing friction is one of the most effective ways of increasing conversion. The bad news is that it can be difficult to spot sources of friction, if you don’t know what to look for.

In this article I’ll walk you through the four most common sources of friction related to website copy, and give you concrete tips for how to overcome them.

But first – What is friction?

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