Can Friction Improve Your Customers’ Experiences?
Many companies are on a quest to make online shopping as hassle-free as possible — but slowing down the purchase process can boost buyer satisfaction and loyalty.
Companies are on a mission to design purchase journeys that are as free of frustration and inconvenience as possible. “Friction kills the customer experience!” has become the conventional wisdom. This is thought to be particularly true when serving online shoppers, who are known to be less patient and have shorter attention spans; after all, competitor websites are but a few clicks away.
Most business leaders we know prioritize eliminating friction at the “moment of ...
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