What is checkout friction and how do I identify it?
Updated February 5, 2025 4 min read
Checkout friction is anything that slows or complicates purchasing: excessive form fields, confusing navigation, slow loading, unclear error messages. Identify it through session recordings, checkout funnel analytics, and user testing.
Understanding the details
This question is important for anyone working in e-commerce conversion optimization. Let’s break down the key points and explore what this means for your business.
Key takeaways
The short answer provides a foundation, but implementing this effectively requires understanding the nuances:
- Context matters: Your specific situation, industry, and customer base will influence how you apply these principles
- Measure everything: Track the relevant metrics before and after making changes
- Iterate continuously: Conversion optimization is an ongoing process, not a one-time fix
Practical application
When applying these insights to your e-commerce store:
- Start by analyzing your current state and establishing baseline metrics
- Identify the specific areas where this knowledge applies to your situation
- Implement changes methodically, testing where possible
- Monitor results and adjust your approach based on data
Common mistakes to avoid
Many businesses struggle with this topic because they:
- Jump to solutions without understanding the underlying problem
- Ignore data in favor of assumptions
- Make too many changes at once, making it impossible to attribute results
Next steps
If you want to dive deeper into cart & checkout optimization, consider:
- Reviewing your current analytics setup to ensure you’re capturing the right data
- Conducting a UX audit to identify specific opportunities
- Booking a call to discuss your specific situation
Related resources
Identifying friction is the first step - the conversion diagnostic framework covers the full process for finding what’s actually broken in your checkout and elsewhere. Cart abandonment fixes covers the most common friction points and how to address them.