Nearly 1 in 5 shoppers abandoned their online shopping cart in 2022 due to a “too long/complicated checkout process,” according to the Baymard Institute. With the immense pressure ecommerce companies are under to offer a speedy and convenient checkout process, it’s become extremely difficult for them to strike the right balance between user experience and fraud prevention.
The issue at the center of this balance is friction. But what is it? Friction is anything that slows down a customer’s transaction across their buying journey. And it can be introduced anywhere in the digital transaction; from sign-ups and onboarding, to adding a credit card, to selecting a shipping option - and everything in between.
In this eBook, you will learn about the role of friction in the digital purchasing experience and how you can strategically reduce friction in your transaction process while still keeping the fraudsters out.