Back to Blogs


Why is it So Important to Have A Low-Friction Website in E-commerce?

July 19, 2023


Scott Besteman

In today's fast-paced digital world, consumers want to have easy and effortless online shopping experiences. If an e-commerce website is difficult to use or has friction points, customers are more likely to abandon their shopping carts and move to a competitor's website.

In this blog post, we’ll explore why it’s so important to have a low-friction website in e-commerce, and how it can help improve customer conversion rates.

1. Improved User Experience (UX)

By having a website with low-friction points, consumers have a more positive user experience. Pages load quickly and the buying process is streamlined. This gives the impression that the website cares about their user’s time, which can lead to customers remaining loyal to the website in the long run.

2. Increased Conversion Rates

A low-friction website can significantly increase conversion rates by making it easier for customers to purchase products. By minimizing the number of steps from product selection through to payment, customers are less likely to leave the website before completing the transaction. This also means that customers are more likely to recommend the website to friends and family, which can help increase the number of customers in the future.

3. Reduced Shopping Cart Abandonment

Low-friction websites can significantly reduce shopping cart abandonment rates. Customers often leave their shopping carts because of frustration caused by the website's slow performance, confusing layout, or complicated design. By optimizing the website for a low-friction experience, the website can reduce cart abandonment and provide a more positive customer experience.

4. Competitive Advantage

Having a low-friction website can offer a competitive advantage. E-commerce is an extremely competitive market, and customers are always looking for the easiest and most efficient shopping experience possible. By providing a low-friction website, the website stands out in the market, attracting more customers, and making it difficult for competitors to keep up.

In conclusion, a low-friction website is essential for e-commerce businesses looking to stay ahead of the game. Improving user experience, increasing conversion rates, reducing shopping cart abandonment, and gaining a competitive advantage are just a few reasons why it’s so important to have a low-friction website. By taking the time to optimize the website design and user experience, businesses can have a significant impact on customer satisfaction and long-term success.

Image by Freepik

Interested in learning more?

Find out here
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.