Customers now expect frictionless buying because they're used to one-click shopping and streaming everything. If your process is hard, they'll leave for a competitor who makes it easy. Simplicity isn't nice to have, it's how you survive.
Chapters
It's no longer just about why a customer buys your product or service. Today it's also about how— the ease in which customers are able to do business with you. As consumers, we've become spoiled and lazy. We're used to marketing-savvy businesses making things easy for us. Buy or stream any song, watch any movie, add to cart anything from a pair of shoes to an automobile. Or a house. However, as a result, these companies are setting the standard for how every business, however large or small, interacts with its own customers. We've become less forgiving and more demanding because the internet has shown us that there are businesses out there prepared to go the extra mile to make life easy for us. If you don't make your customers' purchasing experience an easy and pleasant one, don't be surprised if they go and find someone that does.