"Go to this website, click that link, call this number, fill out that form," writes Lary Stucker at FreshClicks.

"Anytime you ask people to do something, you are creating a point of friction," he warns. "Your audience will not continue unless the reward is greater than the friction they are experiencing."

If you want to improve the performance of your landing pages, Stucker argues, you must remove as many points of friction as possible.

Case in point: When Stucker examined an online fill-in form for free trial software offered at his own company's website, he found:

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