How do I minimize friction in the online buying process?

Friction refers to any unnecessary steps or obstacles between a potential buyer discovering your work and completing a purchase. Every extra click, page navigation, or search required increases the chance you’ll lose the sale. To minimize friction, keep the path to purchase as direct as possible. For example, instead of making people view room mockups on a separate page and then navigate to your shop to find that same piece, embed mockups directly in product pages. The fewer steps and the more straightforward the journey from interest to checkout, the better your conversion rates will be.

---

Asked by general teaching point · Answered by Juan · Office Hours · 2026-03-31