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How Friction Is Killing Your Marketing Success

Authors: Roger Dooley
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Roger Dooley, author of FRICTION, joins the Content Experience Show Podcast to discuss how friction is the enemy of any healthy and successful business.

Roger Dooley

Meet Your Business’s Worst Enemy

Friction costs businesses trillions of dollars in e-commerce each year. It erodes healthy company culture. It drives potential customers away from your website and toward your competitor, all because of your site’s failure to deliver a smooth and intuitive customer experience.
No one understands the danger of friction better than Roger Dooley, who has spent years studying the intersection of behavioral science and marketing and has just completed work on his latest book, FRICTION. His research has led to shocking discoveries about just how costly and pervasive this problem can be for all kinds of businesses—and how strangely reluctant businesses are to address it.
In this episode, you’ll hear how friction manifests in customer experience and internal operations. You’ll also hear Roger’s advice for calling it out in constructive ways and taking steps to eliminate it from your workplace. Tackling these issues head-on just might have a profound impact on not only your bottom line but the health of your company as well.

In This Episode

  • Why friction is the enemy of business success.
  • Case studies of businesses that identified high-friction customer experiences and innovated to make them effortless.
  • The surprising reasons why businesses sometimes fight change and refuse to innovate.
  • How friction manifests inside your organization (and loses you money).
  • Tips for calling out organizational friction on the job.

Quotes From This Episode

“Businesses confronted with an obviously better user experience generally don’t say, ‘Wow, we can do that and maybe even do better?’ Instead, they fight it.” – @rogerdooley
Once people start seeing friction, they cannot unsee it. They get really motivated to get rid of it, which is a good thing. Click To Tweet
“If you look at why people abandon shopping carts, most of the top reasons are frictional in nature.” – @rogerdooley

Resources

Content Experience Lightning Round

As a Game of Thrones fan, do you have any predictions for the final season?
Roger isn’t sure, but one thing is certain: There will be lots and lots of character deaths!
See you next week!

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