Can Friction Improve Your Customers’ Experiences?

Many companies are on a quest to make shopping as hassle-free as possible — especially online, where shoppers are less patient and have short attention spans. But friction in the online shopping experience doesn’t have to be a nuisance. Slowing down the purchase process to give customers time to consider their buying decisions can actually produce longer-term benefits. It turns out that when friction enables better decisions, customer satisfaction and loyalty both improve. The authors provide an assessment to help companies determine the degree of friction that will play to these advantages