What is friction in the context of a web form?
Friction is anything that slows the student down when completing it. A friction-free web form can be completed almost intuitively.
It tends to be small, not big.
The language is uncomplicated.
The imagery is helpful and simple, not showy or irrelevant.
The field labels are clear.
Any help text is useful.
Any place-holder text gives a good example of what you are expecting the student to enter.
There are no hidden surprises.
It does what it says on the tin.
How to build a friction-free form
Testing the form with others who aren't familiar with it is the simplest way to get good feedback.
Having them walk through the process while you observe and take notes can provide valuable insights and suggestions for improvements, typically simplifying the user experience.
Improving your form to make it friction-free can boost completion rates from 30% to 40%, making this the best value work you can do on your web form.