Eliminating the Friction Factor

Your bottom line — to a large extent — hinges upon the presence of something called friction; contextual, technical, or behavioral roadblocks that prevent a person from experiencing a seamless user journey. A new user is exploring your mobile website or app looking for something specific, but unable to easily find what they're searching for, they leave and go to a competitor instead — that's a friction point. Another user receives an email from you that features a product they really like. They click through to your webpage, but can't identify that same product, so they give up — that's another friction point. While some might consider these isolated instances, experienced businesses know that every friction point will, in all probability, cost you money. The best way to remove friction and prevent loss of revenue is through optimization.

Testing different aspects of your eCommerce experience allows you to gain an understanding of your customer's preferences and behaviors. With those insights, you're able to make optimizations, incorporate customer segmentation, implement personalization tactics, and ultimately, build more meaningful relationships with your customers. Remaining vigilant about eliminating friction points not only gives your customers the kind of digital experience they expect, but gives you a competitive edge.