Friction in checkout ecommerce

Friction Vs Frictionless

What is the right amount of friction in commerce?

Customer Experience

On paper, friction in any online journey is generally considered as a negative thing.

UX consultants strive to remove friction from online checkouts to ensure that customers work as little as possible in order to purchase a product.  Convention tells us to remove as much friction as we possibly can. But is there such a thing as having too little friction? Can we go too far and actually damage our customer experience by making it too easy for them? Are we blindly chasing friction-free commerce without considering the impact this may have on our KPIs?

More Insights

You may also be interested in...

Privacy settings

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience. With your consent, we use cookies to analyse the usage of our website. We also use cookies for marketing to help us measure the success of our marketing efforts. In the settings you will find detailed information about the individual cookies, and you can refuse the use of cookies. You can change or revoke your selection at any time on any KPS.com page in the footer under Privacy Settings.