Dogs chasing squirrels chasing nuts

"What's this?" he said, curiosity piqued.

He had been searching for weeks—maybe months—for rare Tibetan monk nuts, known to aficionados as Himalayan Danglers. He’d scoured grocery aisles, specialty shops, and online stores only to be fooled by cheap imitations.

His pulse quickened. Could these nuts be real?

He examined the photos and product details. The price was a steal.

Glancing up, he saw nothing but 5-star reviews—every single one.

This was it.

Hovering over the “Buy Now” button, he was drawn back to the perfect reviews and the low low price. Something felt off.

Not again.

The euphoria drained from his face. Closing his eyes, he slumped into a sigh and hit the back button.

The lesson here?

For marketers, situations like this will quickly and quietly derail your marketing efforts—and friction is often the hidden culprit.

Editor’s note: An attempt was made to remove this juvenile nut nonsense, but Jeff insisted, claiming it was a pointed exercise in friction. He is so pleased with himself. Please accept our apologies.

Friction kills

In marketing, friction is the invisible force that slows or stops someone from taking action—whether it’s a physical obstacle, a mental roadblock like distraction, doubt, confusion, or uncertainty—or noise from your mother-in-law while you're trying to shop online. Yes, Shirley, I do need another throw blanket.

Where was I? Ah, yes. Friction.

While some friction is unavoidable, much of it can be prevented.

Friction on your website (and how to fix it)

On your website, friction shows up as frustrating navigation, slow load times, or confusing checkout processes.

1

Poor website navigation

Confusing menus or unclear site structure can frustrate users.

Fix: Use intuitive layouts, clear labels, and a search function that actually works. Ensure your most important content is easy to find, and avoid burying key actions behind multiple clicks.

2

Slow loading pages

No one likes to wait. Even a few seconds can cause visitors to leave.

Fix: Optimize images, minimize code bloat, and leverage caching to improve speed. Consider a content delivery network (CDN) to distribute your content faster across different regions.

Editor’s note: The reader is advised that Jeff has done absolutely nothing to optimize the images on this site. When questioned, he mumbled something about image clarity, retina displays, and modern download speeds. Hypocrite.

3

Complicated registration processes

Asking for too much information too soon can turn people away.

Fix: Only request essential details upfront—save the rest for later. Break long forms into manageable steps and use autofill to reduce effort. Adding a brief note explaining why certain information is needed can also build trust.

4

Problems with product information

People won't buy if they don't feel they fully understand.

Fix: Use clear descriptions, helpful visuals, and real customer reviews* to provide confidence. Highlight product benefits as well as features and include FAQs to address common concerns. Even small details—like dimensions, materials, or instructions—can prevent hesitation.

*As we saw in the nut example, if your offer feels too good to be true, people won’t trust it—and conversion will drop. Sure, lead with a few good reviews but be sure to include thoughtful reviews that aren't perfect. Data shows that a few reasonable imperfect reviews actually make sites convert better. More on the dangers of being too perfect below.

5

Mobile unresponsiveness

If your site doesn’t work on mobile, you’re missing out.

Fix: Prioritize mobile-first design with touch-friendly buttons and streamlined content. Test across devices and ensure your site loads quickly on mobile networks.

6

Overly complex checkout process

The more steps you add, the more carts you’ll lose.

Fix: Offer guest checkout, reduce form fields, and provide clear progress indicators. Include trusted payment options and show total costs upfront to avoid surprises. Any unexpected request for information can trigger doubt, so keep it brief or provide an explanation.

7

Lack of trust indicators

If people don’t feel safe, they won’t stick around.

Fix: Display security seals, real customer reviews, and clear contact information. If applicable, highlight any guarantees, refund policies, or certifications to provide peace of mind. Lack of reassurance—especially when personal or payment details are required—can create doubt even if there’s no real risk.

Friction in your marketing content (and how to fix it)

With marketing content, friction is often vague messaging, overwhelming information, or unclear next steps.

Distraction

These elements pull focus away from your main message.

Multiple messages
When a single piece tries to achieve too many things (like promoting, storytelling, and sharing news at once), it confuses readers. Fix: Stick to one clear message per piece. If you have multiple points, split them into separate posts or messages.

Clutter
Too many images, competing design elements, or chaotic layouts make it hard for the audience to know where to focus. Fix: Use one primary visual that supports your message. Keep designs clean and consistent.

Ads
Unexpected pop-ups or auto-play videos interrupt the reader’s flow, especially in blogs. Fix: For the love of God, just don't do this.

Exhaustion

These elements make engaging with your content feel like work.

Long-winded introductions
Dragging out the setup before getting to the point makes people lose interest. Fix: Hook your audience immediately. Get to it.

Too much information
Long, dense paragraphs (walls of text), overly detailed explanations, or trying to cover too many points at once make readers lose focus. Fix: Keep it concise. Break content into short paragraphs of varied lengths. Use bullet points and subheadings. Prioritize clarity.

Spam
Bombarding your audience with constant emails, social posts, or push notifications leads to fatigue. Fix: Space out communications and focus on quality over quantity. Make each message purposeful.

Mistrust

These elements make people think you're a schmuck.

Exaggerated claims
Bold statements without evidence sound like hype and hurt credibility. Fix: Back up claims with specifics – data, testimonials, or examples.

Inconsistent messaging
If your brand sounds different on social media than in emails or ads, it feels inauthentic. Fix: Develop a consistent brand voice and use it across all platforms.

Misleading visuals or clickbait headlines
If the content doesn’t match the promise, it breaks trust and makes readers wary of your future messages. Fix: Be transparent. Align your content with the expectations set by the headline and visuals.

Now that I say all this

A curious thing about human perception: the absence of any obvious friction is friction.

I know. I’m sorry.

Overly optimized emails that feel scripted, AI-generated voiceovers that sound flawless, and impeccably crafted social media graphics, with every detail fine-tuned to perfection, might look or sound stunning but often lack the authenticity that connects with real people.

Your audience will skip right over them.

Authenticity matters. People respond to communication that feels human, not staged. If your marketing feels too perfect, you might be pushing your audience away without realizing it.

So next time you’re putting together a marketing piece, make sure it has a few minor imperfections or subtle flaws to make it feel real. A conversational tone, a touch of humor, or a slightly off-center image can make your presentation more relatable. These “flaws” will ground your message in authenticity and make your audience feel more comfortable engaging with your brand.

One last thing

I went a little nuts with the friction in this post to make a point. It was distracting, right? Bonus points for sticking with me.