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Can friction improve your customers' experiences?

The conventional wisdom in e-commerce is that the purchase process should be seamless and fast, lest consumers stop to reconsider their decisions and abandon their carts. But friction that gives them time to think through buying decisions can result in more satisfied, more engaged customers, the aut...

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Bibliographic Details
Main Authors: Bertini, Marco, Aparicio, Diego (Author), Aydinli, Aylin (Author)
Format: eBook
Language:English
Published: [Cambridge, Massachusetts] MIT Sloan Management Review 2023
Edition:[First edition]
Subjects:
Commerce électronique / Gestion
Electronic Commerce / Management
Electronic Commerce / Management / Fast
Online Access:
Collection: O'Reilly - Collection details see MPG.ReNa
Description
Summary:The conventional wisdom in e-commerce is that the purchase process should be seamless and fast, lest consumers stop to reconsider their decisions and abandon their carts. But friction that gives them time to think through buying decisions can result in more satisfied, more engaged customers, the authors argue. Different kinds of online sales might benefit from more or less friction; an assessment that accompanies the article can help managers determine what is appropriate in their own situation
Item Description:"Reprint #65232."
Physical Description:9 pages

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