The friction can be perceived friction or the kind that visitors feels when they access the website. The design of the website, the amount of copy or the length of the forms may increase perceived friction. The design of the website should try to minimize the perceived friction. Real friction is the one that is evident once the visitor starts interacting with website. Friction can never be removed from the website, but it can be minimized using different methods, user friendly design, progress indicators, shorter forms, etc.