Strategies For Reducing Friction In The Shopping Journey

2025 won’t be about what you add, it will be about what you remove. The winners won't be those who add more complexity. They'll be the ones who master the art of removing friction. But, HOW do we do that for both sides of the revenue equation for buyers and customer facing teams? 1️⃣ 𝗛𝗼𝘄 𝘁𝗼 𝗥𝗲𝗺𝗼𝘃𝗲 𝗕𝘂𝘆𝗲𝗿 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻: • Make information discoverable (think Netflix, not library) • Enable self-service exploration (let them learn their way) • Connect every touchpoint (stop asking them to repeat themselves) • Provide instant answers (or better yet, anticipate questions) • Match their preferred buying motion (not your selling motion) 2️⃣ 𝗛𝗼𝘄 𝘁𝗼 𝗔𝗺𝗽𝗹𝗶𝗳𝘆 Customer facing teams 𝗪𝗶𝗻𝘀: • Bring insights to where they work (not another tab) • Surface what's working (and who it's working for) • Automate the routine (so they focus on relationships) • Make best practices obvious (not buried in playbooks) • Connect client signals to seller actions (right action, right time) 3️⃣ 𝗧𝗵𝗲 𝗦𝘆𝘀𝘁𝗲𝗺𝘀 𝗣𝗹𝗮𝘆: • Connect platforms that should talk • Remove duplicate data entry • Automate the predictable • Surface exceptions that need attention Remember: Every extra click Every delayed response Every disconnected conversation Every scattered resource ...is friction that stands between your buyers and their success (and your teams and their wins). True enablement as a concept, not the team, isn't a function or a department—it's a strategic pillar that does two things masterfully: 1. Eliminates barriers that slow buyers down 2. Amplifies what helps sellers win 𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁𝘀: • Buyers get clarity instead of complexity • Sellers deliver value instead of managing processes • Teams achieve momentum instead of maintaining systems The future belongs to companies who understand that the best technology doesn't add steps—it removes them. The best strategies don't create new hurdles—they eliminate existing ones. Success in 2025 won't be measured by how much you can add to your tech stack. It will be measured by how much friction you can remove from your revenue engine. The real unlock? AI isn't just another tool—it's the invisible thread that weaves everything together: • Maps and predicts friction before it happens (across every journey) • Amplifies human expertise (instead of replacing it) • Learns from every interaction (what works, what doesn't) • Automates the routine (so humans focus on relationships) • Brings insights to every moment (right context, right time) • Connects signals across systems (no more blind spots) Any and all tech that I advise for, promote, consult, or evangelize for does this. Old tech requires people, (buyers and sellers) to go to the tech. AI/new tech GOES TO THE HUMAN. Tech that works seamlessly in your workflow instead of another tab or step will win. My mantra next year? Remove friction. I’m not the best at it, but Dagnabit, I’m working on it. #Enablement #ai

I've worked with SFCC brands pulling in 9 figures a year. And many leaked revenue at the same exact place. Checkout. Let's be honest: You can have the perfect product. A smooth PLP. A stunning PDP. But if your checkout makes customers hesitate (even for a second) they're gone. And they don't come back. Here's what I've learned the best brands do differently when optimizing checkout in Salesforce Commerce Cloud - without sacrificing UX. 1. Don't just reduce friction. Eliminate it. Customers abandon for simple reasons: • Promo codes that don't work • Forms that ask for info twice • Shipping costs that show up too late Top brands build flows that assume urgency: • Pre-filled fields from session data • Real-time validation with inline feedback • Shipping transparency up front A slow or unclear step isn't "just UX." It's lost revenue. 2. Offer fewer payment methods than you think - but make them obvious More isn't always better. Confusion creates delay. Delay kills conversion. What works: • Credit/debit (always) • Apple Pay / Google Pay • PayPal / Shop Pay • Affirm / Klarna (only if AOV supports it) Smart brands prioritize based on data. They test placement, auto-detect device types, and default to what converts fastest. 3. Mobile isn't secondary - it's everything The biggest brands I've worked with design for tap-first, scroll-second. That means: • Full-width input fields • Large tap targets with spacing • One-column flow • Sticky CTA at the bottom of the screen If your checkout feels like a spreadsheet on mobile, you're already losing. 4. Use Business Manager like a growth engine, not just a CMS I've seen many teams hard-code checkout logic. Top teams know better. They use: • A/B tests for live checkout experiments • Real-time rules that adapt without redeploys SFCC is powerful - if you treat it like a tool, not a template. Your checkout is the last conversation your brand has with your customer. If that conversation feels clunky, confusing, or exhausting - you won't get a second one. Want to grow revenue without spending more on ads? Fix the one place that silently kills conversions: Checkout. What did I miss?

You got the click. They liked the product. They hit "Add to Cart." Then...silence. Cart abandonment isn't always about price or timing. It’s about cognitive overload right before the finish line. Let’s break it down: 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝗺𝗼𝘀𝘁 𝗰𝗮𝗿𝘁𝘀 𝗹𝗼𝗼𝗸 𝗹𝗶𝗸𝗲: - Multiple upsells - Confusing discount fields - Cross-sell suggestions - Shipping ETA popups - Shipping insurance opt-ins - Loyalty nudges - People also bought… That’s 7 new decisions after they’ve already made one. It is one thing to try this with loyal, returning customers. But first time visitors…PUMP. THE. BRAKES. It’s like agreeing to a date...and getting handed a prenup over appetizers. What to fix in your cart flow:  𝟭. 𝗡𝗼 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝟭 𝘂𝗽𝘀𝗲𝗹𝗹     You don’t need 5. You need 𝗼𝗻𝗲 𝘁𝗵𝗮𝘁’𝘀 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁, 𝗳𝗮𝘀𝘁, 𝗮𝗻𝗱 𝗰𝗮𝗻 𝗯𝗲 𝗮𝗱𝗱𝗲𝗱 𝗶𝗻 𝟭 𝘁𝗮𝗽.  𝟮. 𝗔𝘂𝘁𝗼-𝗮𝗽𝗽𝗹𝘆 𝗱𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝘀     Don’t make them copy/paste a code from email. That’s friction.  𝟯. 𝗦𝗵𝗼𝘄 𝘀𝗵𝗶𝗽𝗽𝗶𝗻𝗴 𝗰𝗼𝘀𝘁 𝗲𝗮𝗿𝗹𝘆    Surprise shipping is the #1 cart killer. Be upfront or offer a free shipping threshold. And, Make sure shipping messaging actually matches what is presented in the checkout.  𝟰. 𝗟𝗲𝘁 𝘁𝗵𝗲𝗺 𝗰𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗳𝗮𝘀𝘁     Guest checkout. Express pay. Shop Pay. Don’t make them log in just to give you money.  𝟱. 𝗞𝗶𝗹𝗹 𝗱𝗶𝘀𝘁𝗿𝗮𝗰𝘁𝗶𝗼𝗻𝘀     No floating widgets, quizzes, or surveys once someone is in checkout mode. Focus = finish. Great example: BattlBox With their subscriptions, they go from click to checkout speedy fast. No distractions outside fo a checkout bump. And 1-click checkout options. Zero chaos. Treat your cart like the final step in a relay race. You don’t hand the baton and then ask 3 questions mid-sprint.

How a mobile cart redesign increased transactions by 3.4% Problem: Checkout drop-off rates were killing mobile revenue. → The cart design was cluttered, unintuitive, and frustrating for users. → Visitors struggled to understand their next steps, leading to high abandonment rates. Solution: We did a deep dive into user behavior with: - Google Analytics: To identify friction points in the funnel. - HotJar heatmaps: To track user interactions and frustrations. - User Testing: To understand why visitors were dropping off. What we found: Visitors needed clearer CTAs, smoother layout, tap-friendly elements. We implemented a mobile-specific cart redesign with these improvements: Larger tap targets for easy navigation. Streamlined layout to reduce decision fatigue. Stronger calls-to-action to guide users through checkout. Testing Process: We A/B tested the revamped cart design against the original. - Audience: Mobile visitors. - Metric: Increase in visits to checkout. - Duration: Conducted over a statistically significant period. Results: The redesign delivered across all key metrics: - +8% lift in visits to checkout. - +3.4% increase in transactions. - $1.39 boost in revenue per visitor (RPV). Here’s how you can use this for your brand: Eliminate friction with clear pathways. Simplify deep-funnel elements for mobile users. Invoke the “Don’t Make Me Think” principle to guide users seamlessly to checkout.

𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀 𝗶𝘀𝗻’𝘁 𝗼𝗽𝘁𝗶𝗼𝗻𝗮𝗹. 𝗜𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗴𝗿𝗼𝘄𝘁𝗵 𝗲𝗻𝗴𝗶𝗻𝗲. 👇 Most brands obsess over traffic, but ignore 𝘄𝗵𝗮𝘁 happens at each interaction. ↳ That’s why your “customer journey” stalls (and conversion rates flatline). 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗼𝗻𝗲 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗯𝗿𝗮𝗻𝗱 𝘁𝘂𝗿𝗻𝗲𝗱 𝗶𝘁 𝗮𝗿𝗼𝘂𝗻𝗱: → Mapped every touchpoint: From first ad view to post-purchase follow-up. → Zeroed in on the friction: Missed emails, weak cart recovery, unclear product info. → Revamped with CRO tactics: Personalized emails, frictionless checkout, clarity at every step. 𝗥𝗲𝘀𝘂𝗹𝘁: Revenue +34%. NPS up. Returns down. Customers 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿𝗲𝗱 𝘁𝗵𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲. A few slides from HappyFresh’s playbook say it all—small changes, compounding impact. Want customers who stick (and spend)? Start with the details no one else sweats. How are you optimizing YOUR touchpoints this quarter? https://lnkd.in/gyEU9-vc #eCommerce #CustomerExperience #CRO #Retention

The most valuable real estate on earth isn't in Manhattan or Monaco. It's inside an Apple Store generating $5,500+ per square foot. 💍 That's 2x Tiffany & Co 🧘♀️ 5x Lululemon 🛍️ 17x regular retail Here’s exactly how they hack your brain to get you to buy. 1) Everything touchable = Endowment Effect Their entire store is designed to get products in your hands. Research shows physical touch creates psychological ownership feelings that drive purchase decisions. Fun fact: every laptop screen is positioned at exactly 76° to force you to adjust (and touch) them. 2) Spatial engineering triggers social instincts The glass walls and staircases aren’t just for aesthetics. We're hardwired to watch other people, so Apple creates stores where you can observe others moving through the store, which subconsciously pull you deeper in. 3) The power of human faces: Human brains process faces before anything else. Apple deliberately positions faces on displays because neuroscience shows no other visual pattern grabs attention faster. 4) Identity transformation over basic employee training: Apple doesn't have "employees,” they have "Geniuses.” This is identity engineering at work. Psychological research confirms when people adopt role-identities they fully embody their characteristics. 5) Their Geniuses use the A.P.P.L.E service system: 🍎 Approach with personalized welcome 🍎 Probe politely to understand needs 🍎 Present solutions to take home today 🍎 Listen for concerns 🍎 End with invitation to return 6) Zero commission leads to more trust: The Geniuses focus on emotional bonds rather than transactions. Their objection handling uses the "Three Fs" method: "I understand how you FEEL... I FELT the same way... I FOUND that the value exceeds the cost." 7) The minimal store layout is intentional: Minimalist design isn't just aesthetics…it's Jony Ive's "simplicity theory" where less creates more desire and higher perceived value. 8) Eliminating psychological friction points: No checkout lines mean no moments to reconsider purchases. Their mobile payment removes the final psychological barrier between desire and acquisition, which is brilliant. 9) Tribal psychology drives loyalty: Apple cultivated the "underdog against the world" identity early on and created a shared belief systems. It's not just products, it's engineered social identity that defines how customers see themselves. Most businesses obsess over product features. Meanwhile, Apple obsesses over neuroscience and marketing psychology. If you're not applying these principles in your business, your competition thanks you for your ignorance. Follow me (Maxwell Finn) for daily marketing news, case studies, strategies and insights. P.S. Comment "Brain Hacks" for a free sheet with 81 of the most powerful cognitive biases (like the ones Apple uses) you can start using in your marketing today to increase sales!