5 WAYS THAT WEBSITES INTRODUCE FRICTION OR BARRIERS INTO THE SALES PROCESS

Summary from the TLDR Marketing newsletter

If you've succeeded in getting your target audience to your website, don't waste the precious seconds they'll spend on it. Avoid prompting users to make a purchase without also providing context about your offering, in case they aren't familiar. Only direct users to schedule a demo if it's actually necessary for them to understand the product — if so, explain to visitors what a demo will entail. If it's not possible to provide specific pricing information on your site, then explain the factors that go into it rather than simply telling users to call to find out. Extraordinary claims (without proof) and unrealistic stock imagery leave visitors questioning rather than trusting. Avoid asking for information in forms that isn't actually necessary.