Why this idea means business : We explore how to fix 9 common e-Commerce friction points. Learn from our obvious and non-obvious friction fixes. Read this to get fitter and faster at fixing friction points.
How much is this idea worth?
Idea : To remove pain points that prevent online shoppers from buying. Based on our standard business case assumptions, the value of this idea is :-
- Source of business – More customers
- Skill area – Marketing
- Commercial hypothesis :-
- # customers = 1,000
- Spend/month = $100
- Est. new customers = +35 (+3.5%)
- Est. sales increase = +$3.5k (monthly) | +$42k (annual)
Ideally, everything runs smoothly when you manage an online store. Strong sales. Orders processed efficiently. Minimal customer service issues.
However, let’s face it, direct-to-consumer (D2C) is rarely that ideal. It’s an ongoing challenge to grow sales, handle orders and keep customers happy.
When things go wrong in D2C, they’re often called friction points. Issues that disrupt your store’s smooth running and instinctively put customers off.
This article explores the most common D2C friction points with ideas on how to fix them.
The e-Commerce customer experience
Our D2C experience article outlines the 5 main steps in the online shopper’s journey.
The customer has to :-
- know the store exists and be interested enough to visit it.
- visit the product page and be persuaded to buy.
- be comfortable enough to enter their card details.
- be confident their order will be efficiently delivered.
- have any issues quickly resolved so they talk positively about your store.
No matter how well you plan these steps, you never know how they’ll work until your store is live. Managing your D2C experience and keeping your customers happy is an ongoing job.
This is because there’s constant change in D2C. Customer tastes change. Competitors launch rival sites. There are regular technical and service updates with your IT and supply chain setup.
These changes are what usually create the friction points.
The e-Commerce dashboard should flag friction points
So you set up an e-Commerce dashboard to track changes and flag friction points.
This shows measures that relate to key customer journey steps. Big changes in these usually signal new friction points.
However, the measures themselves e.g. traffic, conversion aren’t the actual friction points. They just show you where the problems are.
To understand what the real problem is, you have to articulate it in the customer’s words.
After all, customer experience is about seeing things from the customer’s point of view. This makes issues easier to visualise and therefore easier to fix. Like the examples we’ll now go through.
“I’ve never heard of you”
If the customer hasn’t heard of you, then they’re not even aware there is a friction point.
But it’s there, as it means they’re missing out on the opportunity of buying your wonderful products and services. Of finding the best way to meet their need.
The friction point is that they’ll either continue to suffer the same problem or have to choose a weaker competitor offer.
You need to fix that.
Obvious fixes to drive awareness
You’d normally use advertising and digital media to build awareness and drive traffic to your store.
Your advertising message highlights your benefits. Your media plan puts those messages in front of potential customers. Digital media normally leads this for D2C as it offers an immediate solution. Customers can click on digital ads to go straight to your store.
Non-obvious fixes to drive awareness
However, digital media on its own, often isn’t enough. It’s frequently ignored unless the customer has an immediate need. It has to compete with many other online ads. It’s small on screen. And customers are too busy scrolling to notice it.
So you usually supplement digital media with other channels. For example, you use social media to drive engagement and build relationships. Or, if you’re big enough, you use traditional channels like TV, billboards and print. (Notice how often Amazon advertise on TV, for example).
You can also use Public Relations to get your store’s message in front of customers. Many online stores host events, work with influencers and run publicity stunts to build awareness.
“I can’t find you”
Once customers know who you are, they’ll then search for you online. But if your store doesn’t top the search rankings, you have another issue.
Obvious fixes to drive search
Most search fixes are about Search Engine Optimisation (SEO), for which you usually use an agency to manage.
There are 2 main elements to this.
First, you write your content pages in such a way that Google recognises them as high-quality responses to what people search for. You do your keyword research and feature keywords at the right density level.
Then, you optimise your page’s technical set-up e.g. its meta description, its headline tags, and its links. These should be relevant and well-organised.
Non-obvious fixes to drive search
However, other activities can also boost your search presence.
For example, you should include links on all digital activities (e.g. adverts, social posts, emails). Part of how Google ranks pages is on how many people visit. Every mention of your site / page can help drive traffic.
You should also extend this to non-digital activities. For example, include your website details in your TV advert. On the footer of your billboard or print ad. In your press releases and on your business cards. Share it everywhere to increase its visibility.
You should also work on improving the quality of the onsite experience. This is also a key search ranking factor. The longer the customer spends on a site, or the more actions they take (e.g. viewing videos, adding comments, clicking to buy), the higher the search ranking.
“I don’t understand your offer”
Once a customer visits your store, you next need to reassure them that your offer is relevant.
Your landing page – whether that be your home page, category page or a specific product page – should immediately show them that they’re in the right place.
An unclear offer creates friction and drives customers away.
Obvious fixes to drive message offer
First, make sure the customer gets to see your offer. Follow good User Experience (UX) principles. It should be at the top of the page, so the customer doesn’t have to look for it (they won’t). It should also be so clearly written that the customer understands it and what they need to do.
A helpful approach is the usability questions from Steve Krug’s Don’t Make Me Think. These are the questions customers usually have when they land on a page. Your design, layout and copy should make these questions easy to answer:-
- Where am I?
- Where do I begin?
- What are the most important things on this page?
- Where did they put (something)?
- Why did they call (something) that?
Non-obvious fixes to drive messaging
However, the real challenge is making the message even more relevant to the customer. That means market research to understand what matters most to them. You show different versions of the message and ask which would make them most likely to buy.
Alternatively, you can run these different messages on your site at different times or to different customers. You then use the click-through data to see which performs better. (Known as A/B testing).
Your message usually leads with your benefit. Ideally, this is the first thing the customer reads.
“I can’t find what I’m looking for”
If your store offers a broad range and multiple varieties – e.g. different sizes, colours or features, the next potential issue is if the customer can’t find the exact product they want.
This is about helping customers navigate the site.
Obvious fixes to drive navigation
This can be one of the tricker friction points to fix as there’s often no single best way to navigate a site.
Having an on-site search function helps. But the key is usually giving people multiple ways to reach and find the right page. That usually means some category-level navigation in the header bar and a clear list of different categories on your home page.
Most e-Commerce platforms like WooCommerce or Shopify ask you to assign categories to each product as you list them. This then creates a front-end category page to show all the products within that category.
Non-obvious fixes to drive navigation
There are also more creative ways to describe / define categories.
For example, you could also list products in categories like “most popular” or “special offers”.
This helps make them more likely to be found e.g. see this Liquorland site example.
Amazon does this with recommendations. (See our example product pages article for more on this). They make navigation easier for customers using terms like :-
- frequently bought together products.
- other items customers bought after viewing this item.
- customers who viewed this item also viewed.
“I don’t know if this is the right product for me”
One of the most frustrating friction points for online store owners is around the product page.
They’ve done all the hard work to get customers to visit the page. However, for some reason, they don’t buy. The challenge here is about consideration.
Obvious fixes to drive consideration
Consideration starts by getting the “basics” right on your product page.
For example, a clear product name, image and description. Visuals need to be aesthetically pleasing and engaging. The copy needs to be crisp and compelling. If anything feels “off”, the customer won’t buy.
Non-obvious fixes to drive consideration
How you drive consideration beyond this though is trickier. That’s because the “right” answer often depends on the category and the type of customer.
Not every idea will work for every customer. You need trial and error (or market research) to find the best options. These usually involve more advanced e-Commerce selling techniques such as :-
- online exclusives – e.g. adding distribution or time constraints to the offer.
- enhanced offers – e.g. up-selling and cross-selling.
- advanced content – e.g. video and interactive content.
“I don’t know if this is good value”
The other major consideration driver is pricing. If the customer can easily buy your product elsewhere for less, they’ll do that. It’s one of the key benefits of online shopping.
So this challenge is how to position your value offer.
Obvious fixes to drive pricing
One obvious way is offering online exclusives (as per our advanced e-Commerce techniques).
If your store is the only place to buy, the price is not an issue. However, this only works for niche products.
Other options include highlighting that the product is selling at the Recommended Retail Price. (RRP) This signals you’re not charging more than anywhere else.
You can also run price discounts and sales promotions. Or play around with the delivery cost to the customer too. Customers often compare these between different online stores. As per our D2C business model, you can often use the margin you save not having to sell via an online retailer to offer subsidised / free delivery (a very attractive offer for online shoppers).
Non-obvious fixes to drive pricing
A less obvious option to manage pricing friction points is to think beyond the sale as a one-off transaction.
For example, create subscription offers. Here, the customer agrees to make regular, automated purchases of your brand for some extra benefit.
For example, they save on the regular price. They get curated bundles of products. Or they get products they wouldn’t get elsewhere. Note, however, that subscription offers often create their own set of friction points.
“This is quite a big payment - I’m unsure”
Obvious fixes to drive payments
There are some obvious ways to smooth out this friction point.
For example, make sure that your website has a secure SSL key. Make sure that it uses a PCI compliant payment gateway. Make sure the payment form is simple to complete, and reassures the customer that they can trust you with their card details.
Once the payment goes through, you should also set up an on-screen confirmation and send out a confirmation email.
Non-obvious fixes to drive payments
There are other less obvious ways you can make the payment process easier.
For example, you can add a PayPal option for customers who don’t want to hand over their card details.
Or if it’s a large purchase, you can look at payment spreading services like Afterpay. Customers pay in instalments rather than paying the whole amount upfront.
“I don’t know when this will be delivered”
Once payment is approved and the order is processed, your order to delivery system kicks in.
This should ensure the right product(s) get picked, packed and then shipped out to the customer.
This can be an anxious time for customers as they’ve paid for the product but don’t physically have it yet.
Obvious fixes to drive delivery
As per our pizza customer journey case study, there are ways to reduce this anxiety. Communication is key, as is a smooth and efficient supply chain system.
First, share details of how your delivery works on your FAQ page. How long it takes. Who’ll do the delivery. How to contact you.
Then, confirm all orders by email. Send out more updates as the order progresses. It’s left the warehouse, it’s being delivered today, it’s been delivered and so on. Most online businesses also set up some sort of online tracking system so the customer can check an order’s delivery status.
Non-obvious fixes to drive delivery
Less obvious ways to reduce delivery friction points are usually around giving the customer more flexibility in how the delivery will arrive.
For example, giving them options to choose specific times of day, or allowing evening or weekend deliveries. Allowing them to have it delivered to work addresses. Setting up permission to leave instructions for the delivery driver e.g. leave with a neighbour or put it in the back garden.
These extra options reassure customers. They help them feel like they’re more in control over what’s happening with their order, which reduces anxiety and friction.
“What happens if something goes wrong?”
Finally, despite preparing for all these different friction points, the nature of e-Commerce means something else can always go wrong.
Someone in the warehouse picks up the wrong box. The delivery truck breaks down. The driver accidentally drops the box. Someone steals the product from the customer’s doorstep.
You have to accept the unexpected will happen. E-Commerce might be digital but it always involves people, and people do unexpected things.
Obvious fixes to drive customer service
In these cases, your customer service team step in. FAQs can help but more unusual issues need human intervention. So make sure your customer service contact details are very visible on your site.
Common sense is usually the key rule in customer service. You do what’s needed to keep customers happy. This may incur short-term costs such as refunds, or reshipping replacement products. But this creates goodwill and word of mouth. It encourages long-term loyalty to your store.
Non-obvious fixes to drive customer service
You should really highlight your “customer first” approach to resolving issues. The most successful and trusted online stores offer no-quibble returns and refunds policies.
Some of your team (we’re looking at you, finance) might worry that unscrupulous customers will game the system. And yes, a small minority might try. However, there are ways to protect yourself against this e.g. making customers register accounts and blocking them if they repeatedly break your T&Cs.
However, most customers are trustworthy. You gain more from keeping the majority happy with great customer service than you lose deflecting a few fraudsters.
Conclusion - Friction points
Ideally, once a customer orders from your site, they shouldn’t need to do anything until the product arrives on their doorstep.
When a customer has to do something, it creates a friction point. You should regularly monitor and test your customer experience to identify and deal with these issues.
This article identified 9 potential friction points in the D2C customer journey.
Things can go wrong everywhere. From letting customers know your store exists in the first place to your customer service team resolving any issues and keeping your customers happy.
In most cases, there is an obvious and immediate fix. For example, advertising to drive awareness and more traffic. But often, if you want your D2C experience to wow customers, you need more creative thinking. Non-obvious ideas that show you highly value your customers, and that they should expect a frictionless experience from you.
Check out our D2C experience and D2C post-launch issues for more on this. Or if you need specific help smoothing out your own friction points, feel free to get in touch.
Photo credits
Man shouting at phone : Photo by Icons8 Team on Unsplash
Question mark sign : Photo by Emily Morter on Unsplash
Google on a laptop : Photo by Benjamin Dada on Unsplash
Angry face : Photo by Andre Hunter on Unsplash
Money on fire : Photo by Jp Valery on Unsplash
Woman holding credit card near Macbook : Photo by Pickawood on Unsplash
Doorstep delivery (adapted) : Photo by MealPro on Unsplash
Customer service headset near laptop : Photo by Petr Macháček on Unsplash
