Remove frictions.

Conversion on your website depends on two things: providing all necessary information to the user and not providing irrelevant information. Your website should have as much information as necessary but nothing more.

1. *Start from your landing page.*
   You want to experiment on new users that don’t know much about you.

2. *Remove all information that is irrelevant and check the conversion.*
   Fictions are elements that distract users from doing what you want them to do.

3. *Remember these three fundamental things: communicate why your product is relevant, show value, and provide a clear call to action.*
   Most landing pages fail to have all three must-haves.