For all the humming and hawing we do over marketing tactics, we often forget about the experience through and between those tactics.
We make the copy too complicated; our landing pages ask for information that isn’t 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels; we add an unnecessary step to our checkout process. We don't take the time to customize our message – no matter the platform. We develop product features for the sake of being "innovative," even if those features are less than innovative.
Put simply, we create a lot of friction for our customers. And when customers experience friction, they take their attention and dollars elsewhere.
So, how do we combat this friction? Join us as we understand why friction is so important to your organization, how to work cross-functionally to solve friction issues around your organization, learn about the tools available to help you combat friction, and develop frameworks within your organization to reduce potential friction.
