Customers tend to be impatient. In this vein, Facebook reports that shoppers click away from purchasing when they are forced to take extra steps in the process online (friction). “80% of consumers say that the experience a business provides is just as crucial as its goods or services.” The main types of friction points for customers fall into three categories: awareness, information gaps, and technology optimization. Aware friction can be things like no brand or product recognition which can lead to too much time searching, etc. Information friction is things like no expert advice, risk perception, not addressed, no price information, etc. Technology optimization friction can be ads not linking
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