Download: MP3 (20 MB)

One of the best ways to measure the success of your business is to set goals and track your progress to achieving those goals.

Your goals might be conversions achieved, sales numbers, contacts subscribed, or any number of other things. In most cases, your customers or audience members have to perform some sort of action to hit these overall goals.

Customer actions are the building blocks to accomplish your brand goals. For example, in order to hit a revenue goal, you have to have a customer take a certain action and purchase your products.

As you list out the customer actions your business requires, you may start to see barriers or blocks a visitor might experience between first encountering your brand and performing the action.

This is called friction, and friction often reduces the chance a person will actually do what you want them to do.

On today’s show I’ll be discussing a few examples of friction, how to reduce friction, and how to improve the experience to turn potential customers into paying customers.

Highlights, Takeaways, Quick Wins
  • Friction is anything that prevents a customer from performing the action you want them to make.
  • A customer action could be anything from signing up on a newsletter list, buying a product, becoming a member, or anything else that helps your business achieve its goals.
  • Start with the action you want them to take, and work backwards through the entire process. Make sure every step has as little friction as possible.
  • Provide clarity and transparency as soon as possible and as much as possible.
  • Be as data-driven as possible without compromising the user experience.
  • Identify what has worked well before and replicate the process in the other areas of your business.