Emotions and the subconscious play an important role in purchasing decisions and the use of online services respectively. In the world of advertising, paid social media are those who should manage to keep the user on their platform for as long as possible to maximize profit. Longer usage time leads to more ads seen and that’s the whole logic behind it. Hence, the use of a website or app must create a good feeling and make users want more to spend time there.
Generally, the quality of the content is making users stay longer, the other is easy access, which means corresponding apps must be intuitive to use, too. Since prices are usually so tightly calculated that it is difficult to differentiate based on this factor alone, and the location is irrelevant when being online, the customer experience has become the more important.
All life is problem solving…
Frustration among consumers is often the sum of many individual little things: loading the page takes too long, you have to enter data twice, of all things the desired payment method is not available, and so on and so forth. On the other hand, there is the one-click order, where in principle the same things happen - only that the customer no longer notices anything.
The fact is that there is a lot of potential for friction on the Internet, and bad experiences are burned into customers brain and are consciously or unconsciously associated with a certain brand or a certain retailer. Especially annoying for the latter when the bad user experience is not their fault per se. If an online shop collapses, the customer does not see what the problem is - perhaps it is with the provider, on their own network, or just an overload - but the bad experience is unfortunately always linked to the particular shop.
…and so it is in business
Whoever solves the customers’ problems and eliminates the friction is winning in today's relentless competitions. Even in areas that are heavily regulated by law, companies can create really smooth user experiences and meet consumer expectations, if they consistently focus on innovation, look for efficient digital alternatives to lengthy analog processes, streamlining their processes and, ideally, make them invisible to the customer. In this way, they not only become pioneers of the frictionless economy, but can also gain competitive advantages where others still see problems.
By Daniela La Marca