There are all sorts of friction points that prevent a person from engaging with a brand or making a purchase. From glitchy websites to frustrating checkout processes, small obstacles can discourage potential customers and push them toward other brands.
As a business owner and operator, it’s your job to identify any friction points and remove them to create a welcoming, user-friendly retail experience that makes people want to buy from you. Removing friction is a process you can tackle methodically. Here’s how to spot it, understand why it matters, and fix it before it costs you sales.
What is customer friction?
Customer friction refers to anything in a process, product, service, or interaction that makes it harder for customers or potential customers to do business with your company. It is the gap between a customer’s experience and their desired outcome.
For example, if…
