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Reducing Buyer Friction
We’ve declared 2020 is “The Year of Visual Commerce” because we believe that there is no better way to connect buyers to what they want to buy than to give them the opportunity to experience your product before they purchase. But as we all know, having showrooms and massive retail footprints is not only costly, but is also not convenient to how we all prefer to shop in today’s age. Truth is, we’d all rather interact with a digital experience, and the digital twin of what we want to buy as opposed to trekking to a store only to learn the options or features we’re searching for aren’t on display. We’ve all experienced this as consumers.
It’s because of this that we vote with our wallets, and the companies that are winning in the market are ones that have figured out how to remove buyer friction. If you need examples look no further than how Amazon has impacted our “I want it now, and for free” attitude towards shipping. Or you could look at how Netflix began by simply taking the established model - go to the store and rent a movie - and flipped in upside down by bringing those movies to your doorstep. And then of course they totally changed the game when they leveraged innovations in technology to stream them right to your TV.
The point is, having competitive prices and brand recognition no longer gets you ahead like it used to. In today’s digital landscape, speed and ease are equally as important to increase sales and conversion rates. Brands that are figuring out how to make themselves easy to buy from are and will win.
What is Buyer Friction?
So, how do we define “buyer friction”? The best way to think about buyer’s friction is to consider anything that may prevent a potential customer from making a purchase. This could be a multitude of things, but it really boils down to how easy are you to buy from. A buying experience encompasses the holistic journey your customer takes and includes things like:
Where to Identify Buyer Pain Points
Thinking about the questions above, as you begin to evaluate your own buyer’s journey, there are several common places friction will exist. Examine these key touchpoints and identify if there are ways you can improve the presentation or processes that face your customers.
1. Your Website
2. Your Sales Team
3. Customer Support Teams
How to Reduce Friction and Win Sales
Customers want to take the route with the least resistance to meet their goals. Carving the most frictionless path will lead to higher conversion rates and better customer satisfaction. Here’s a few proven ways to help you remove friction:
1. Lean on Visual Experiences
2. Create Paths to Commerce
Want to remove buyer friction? Click here to learn more about how Visual can help.