The phrase "less friction" means reducing resistance or difficulties in a situation or relationship, making things smoother and easier. Full definition
The idea is to provide high quality service with less friction points at every step. (legaltalknetwork.com)
Benefits to the increased range of motion include joint mobility, less friction in the joints, enabling of joint function to diminish stiffness and joint relaxation. (sunlighten.com)
In other words, the pathway from discovery to conversion has much less friction. (blog.hubspot.com)