In business it’s called friction. Any difficulty or hurdle to getting a client onboarded to your product or service is friction. Any barrier to making payments is friction. Friction affects a variety of important business metrics and is the key to truly identifying the challenges your customers are facing. And of course, you can closely investigate those metrics individually such as conversion rates, support ticket numbers, churn rates, page load times, cart abandonment, or customer retention costs. However, real insights are found in the customer journey, and friction is the number one impediment to a seamless customer journey. Because It’s
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