Nat Ward has a helpful post on combatting web page friction, the stuff that causes people to click away before converting.
My pet peeve of friction is passwords. Why should commenting on a blog be as secure as online banking? Why must I have a password to +1 stuff on BuzzFeed?
Universal sign-on, provided by Facebook and others, helps with this. But then everything is tied to one company's platform. Why not eliminate passwords in a more creative way?
Check out what Marco Arment built for The Magazine: a password-free account screen. Brilliant.