How to Reduce Friction in Your Website

I think making those experiences more memorable for customers really helps, as you say, entertaining them in some capacity. I think another thing that he talked about was different touch points to reduce friction. And so the obvious place here is checkout. This is a key touch point for everybody on your website. How can you do that quicker, easier, and with less friction? So yeah, the touch point map is what we call it internally. Create in this touch point map, and you just literally map out all the touch points,. The checkout being the most obvious one, I think, because that's where you'll probably see the most conversion when you reduce the friction.