{"id":949,"date":"2017-04-18T22:54:58","date_gmt":"2017-04-18T22:54:58","guid":{"rendered":"https:\/\/www.guided-selling.org\/4-elements-of-a-frictionless-shopping-experience-guided-selling\/"},"modified":"2024-03-01T20:09:07","modified_gmt":"2024-03-01T20:09:07","slug":"frictionless-shopping-experience","status":"publish","type":"post","link":"https:\/\/www.guided-selling.org\/frictionless-shopping-experience\/","title":{"rendered":"4 Key Elements of a Frictionless Shopping Experience"},"content":{"rendered":"\n

\u201cFrictionless Shopping\u201d provides users with a seamless, streamlined shopping experience that doesn\u2019t require the user to think too much, otherwise known as reducing a user\u2019s cognitive load (Larry Brangwyn, Head of User Experience at UX software company Addressy<\/a><\/span>).<\/p>\n\n\n\n

According to Brangwyn, the causes of cognitive load can usually be traced back to three main factors:<\/p>\n\n\n\n

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  1. too many choices,<\/strong><\/li>\n\n\n\n
  2. too much thought required<\/strong><\/li>\n\n\n\n
  3. or lack of clarity<\/strong><\/li>\n<\/ol>\n\n\n\n

    Think, for a moment, of your site as an engine; consider a poor experience or distractions of any kind to be friction. You need to oil your engine to allow it to run smoothly.<\/p>\n\n\n\n

    Each barrier to the shopping experience costs you countless sales or conversions. Shoppers have more options than ever, and if they run into unexpected hitches, they can easily find a better user experience (UX) elsewhere. Vast percentages of revenue hang in the balance.<\/p>\n\n\n\n

    Did you ever have a matchmaker friend who set up a party, innocently introduced you to someone else, handed you a couple of drinks, and then quickly slipped out of the room?<\/strong><\/p>\n\n\n\n

    Frictionless shopping operates in similar ways.<\/p>\n\n\n\n

    In short, you\u2019re that matchmaker. You want to bring the customer and product together and then get out of the way<\/em>.<\/p>\n\n\n\n

    A. Interface Design \u2013 Navigation and Speed<\/h2>\n\n\n\n

    Shopping must be as simple and streamlined as possible.<\/p>\n\n\n\n

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    1. Forms: <\/strong>Optimizing your forms by taking out extra steps and reducing the amount of typing required has a noticeable impact on the conversion rate. Expedia<\/strong> removed only one field and earned $12 million in extra revenue<\/span><\/a> as a result.<\/li>\n<\/ol>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      Removing unnecessary or confusing field increases conversion<\/p>\n\n\n\n

      2. Page Speed: Amazon<\/strong> recently revealed<\/span><\/a> that for every 100 milliseconds they improved page speed, revenue increased by 1%. For a company as large as Amazon, that\u2019s a lot of revenue. Not only will users bounce from a slow site before engaging with a landing page, they will also abandon a site mid-action if a product page is too slow. To check your page speed, use Google\u2019s Page Speed Insights<\/span><\/a> tool \u2014 it even offers recommendations about how you can improve load time.<\/p>\n\n\n\n

      B. Internet of Things \u2013 Seamlessly Moving Between A and B<\/h2>\n\n\n\n

      The Internet of Things (IoT) refers to digitally connected devices of all sorts\u2014from appliances to vehicles. Instead of owning only connected laptops and phones, we now have connected refrigerators and garage doors.<\/p>\n\n\n\n

      Merchants are trying to use the IoT to move buyers from traditionally internet-free objects into an easy, immediate sale and it\u2019s working.<\/p>\n\n\n\n