As someone who gets angrier over little annoyances than actual problems, friction is a nightmare.
For designers, marketers, and entrepreneurs, removing friction lies at the core of how you provide value.
Once this point of clarity reaches you, things begin to disappear:
- Pushy popups
- Countdown timers
- Aggressive sales emails
What replaces them?
- Help centers
- Educational content & resources
- Customer success teams
Sure, some friction-loaded tactics get short-term results, but the loyalty doesn’t stick. If the pre-purchase experience is packed with friction, odds are the post-purchase experience is, too.
Prioritize reducing friction first. The loyalty, word-of-mouth, and satisfaction you’ve been chasing will follow suit.
Reduce friction –> Prioritize positive experiences –> Fulfill yourself & others