Keynote: Friction

Keynote: Friction

András (Andy) Kobza – General Manager @ Ecommerce Trade

Small video preview

Full keynote video access available for members (tickets here).

Evi – Senior CXO Specialist, feedback through our #CH2024 attendee survey:

Cool new perspective on an broadly known CRO topic.

Slides

Notes

This is the link to the AI notes of Andy his talk

Questions asked by attendees through our #CH2024 app:

• You should visit the Lidl human checkout in the UK, they are so fast that the friction is that you cant pack fast enough
• Don’t you think sometimes we need friction? When people are purchasing loans or credits? Taking protect them for taking a decision to fast?
• How do you think friction can positively impact the customer experience?
• What’s the purpose of life without friction?
• A lot of your examples are common use on loads of websites. How is that? Are we just blind or just copy our competitors, or testing the wrong opportunities?
• Any advice for infographics that need to work on mobile and desktop?
• If I understood correctly, you argue that not showing related products in checkout increases friction, but also adding additional steps increases friction. How do we balance those two?
• Is less actually always more, as you mentioned? Think about chunking checkout data into different parts (name, address, etc.), for a clearer overview
• How do you think accumulated friction (eg dark patterns from other websites) can impact friction on your website?
• Do you think overpersonalisation can cause emotional friction?
• As people are motivated to buy something by avoiding pain, but you also want to avoid that emotional friction by guilt tripping someone in not purchasing. Where do you find the sweet spot?
• Where was the Finnish sniper