Friction can be one of the biggest reasons for low conversions. If you've made it difficult in any way for your visitors to get from the beginning to the end of your sales funnel - you are risk prospects dropping right out of that funnel.

Your visitors are busy people. Anything that slows them down or takes too much time equals frustration.

Doing business on your website should be an utterly seamless process. Any friction along the way can be the kiss of death to closing a sale.