Removing Friction from the Shopper Journey

With so many potential distractions and other options for online shoppers, its never been so important to provide your customers with a frictionless customer journey… From suggested products to ease of checkout and the correct payment options, there are so many different avenues that feed into a seamless customer journey.

At our recent Residential Exchange we hosted a roundtable on this with members who had expressed interest in brainstorming ideas and sharing their successes and challenges when trying to remove any hurdles from the customer journey, and essentially keep their customers engaged and buying from them. You can see the key takeaways from the session below, as well as a scribe created on the day outlining the main points of discussion.

Key Takeaways:

  • If you can hit customers with a one click buy checkout option at the moment they encounter the brand it would be ideal
  • An amazing user experience can be massively ruined by a clunky checkout and turn customers away, they want to just click and buy
  • International and translations – mix of machine translations and human tuneups seems best for efficiency and accuracy
  • A better online experience will future proof you
  • Not a matter of just transacting – but need to make the last transaction point as seamless as possible
  • Losing the physical in 2020 was tough and checkout causes the most friction online
  • Brexit also caused a big price point stop – how can we overcome this at checkout
  • Friction is different for every business and is difficult to measure
  • Payment options and data capture are key
  • Meet the customer where and how they want to be met. Speed = convenience
  • Experience / reduction in payment methods… building a network is important
  • Live chat & Video are great for removing friction and helping the customer
  • Have to learn how to streamline the checkout experience to empower the consumer
  • Some customers have decided before they even visit your site – allow them to transact easily
  • Hard to gauge how the customer is impacted by different friction points
  • Different businesses have different “frictions” – you should know the customer expectations
  • Consider customer friction vs commercial friction
  • Internal friction and external friction is just as important to the customer
  • If you’ve got your checkout right you’ve sorted your main friction
  • Friction is relative: find the right moment that matters most to the consumer
  • Smarter, faster, swifter, frictionless check-out = guaranteed uptake in conversion
  • Be where your customer wants to shop – and it’s not necessarily your website
  • How can we decide if behaviour is good or bad?

A huge thanks to Dean McElwee, Director of eCommerce Strategy, Stanley, Black and Decker who shared his experience and told his story on this roundtable session at Exchange, it was great to hear how he’s been removing friction at Stanley, Black and Decker!

Read Dean’s story here…

We’ll be discussing this further at our D2C for Brands meeting on the 19th January 2022 in Amsterdam, find out more and register your interest here…


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