You've already done the hard part: getting people to your internet business. But users stall. Abandoned carts. Click away just short of buying. The problem? Friction. Friction in e-commerce UX is anything that slows a user down, creates confusion, or interrupts their purchase journey. And it’s one of the top reasons for low conversion rates. In this article, you’ll learn: What friction looks like in e-commerce interfaces Smart UI/UX innovations that remove it How do these changes directly influence conversion rates? Best practices for applying these ideas in your store The appropriate UI/UX changes may make a big impact, whether you're developing a new store or improving an old one. What Does Friction Look Like in Online Shopping? Friction isn't always easy to see; it can be hidden in little choices, little annoyances, and broken promises. These are some examples: Too many steps in the checkout flow Confusing product filters or search options Lack of clear product imagery o...
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