Yesterday, I vented about the rise in forced account creation with online checkout. Beyond the data privacy concerns lies a key frustration: Brands were asking me to work way too hard.
Put it this way. When, if you didn’t read yesterday’s post, Wal-Mart and Sweetgreen required me to create an account to check out, they were asking me to do additional work. With each additional step, I was more likely to fall off that engagement ladder, and I did.
By making it so that I needed to pause and create an account, get a password, remember said password, sign up for or decline emails, I had to click through and commit to more and more engagement. When it was all said and done, they could have had my money in just one step. But they ended up with none.
It was the opposite of a frictionless transaction.
You have to make it easier not harder for customers to engage with you. You have to make it easy, not hard, for people spend money with you. Don’t overwork your customers.
As you think through your own strategies, especially in the e-commerce space, how can you make it easier and more enticing for customers to shop with you? How can you reduce friction and make the entire encounter a seamless process from start to finish?
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A Wren Says 
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