Friction is the term used to describe a process that is not as efficient as possible. Friction can cause cars to brake on roads and in the form of drag. This causes rockets to slow down on their way out of the world atmosphere. You don’t want anything to get in the way of your growth, so you need to understand friction and how to eliminate it.
Advantages of reducing friction
There are many benefits to reducing or eliminating friction in your company. It’s worth noting that friction can occur at any stage, whether it’s brainstorming a new product or the actual user experience (and of course everything in between).
If you reduce or even eliminate the friction, you will achieve higher conversion rates (since the conversion funnel has fewer obstacles between levels), higher customer loyalty, higher customer renewal, and higher productivity and efficiency in the workplace.
If you have a manufacturing component, friction is likely to cost you a lot of money. Sometimes it is as easy as finding a good ERP system (start this journey here), but often this is only part of the puzzle.
As with many business areas, you need analysis to reduce friction in your company. It’s important that you identify points of friction – specific processes or steps that create bottlenecks or slow growth and efficiency.
A good place to start is by looking at sales processes, as this is the best way for you to increase your sales. Selling is tough; You need to convince consumers that your business is the best option available to them. It requires knowledge of the USPs as well as customer psychology.
Selling also involves a lot of administrative tasks that take up a lot of time. The answer is to review your sales process and automate it as much as possible. Do this with user onboarding: do your research, have a system that sends electronic signatures to close a deal, automatic CRM updates, automatic emails, and more.
The importance of data
Where else does friction affect profitability? In your website and marketing efforts. You need to show everyone who looks at your website that the solution or product you are offering is useful enough to be worth paying for. This falls into the field of conversion rate optimization and includes careful user experience design on your website and any messages you provide (including the way you signal trust). You should also be committed to testing and optimizing. The more data you have about how people interact with your website, the smoother you can make the journey for them. When people are online making purchasing decisions they get cautious very quickly and it doesn’t take much to get them to leave your website. Even page speed can turn an enthusiastic prospect into someone who never thinks about your business again. Using data to identify the key friction points in the digital realm is critical.