Form friction refers to the hesitation or resistance users feel when completing an online form. It often occurs when forms are too long, ask for unnecessary information, or create uncertainty about how data will be used.
In B2B marketing, reducing form friction is key to maximising conversion rates. Even small barriers, like mandatory phone numbers or unclear value exchanges, can significantly impact lead volume and quality. The goal is to make the process feel effortless and trustworthy while still capturing the information needed for qualification.
Effective strategies include limiting required fields, using progressive profiling to gather data over time, and clearly communicating how the information will benefit the user. These approaches improve both the user experience and the performance of lead generation forms.
