How To Increase Conversions And Brand Loyalty With Roger Dooley

How To Increase Conversions And Brand Loyalty With Roger Dooley What kind of experience does your brand create for customers? Is it simple and seamless enough to keep them coming back for more? Or, do they find their experience with your brand frustrating, cumbersome, and time-consuming?    Today, my guest is Roger Dooley, author of Friction, which describes things that prevent customers from having a great experience with companies and their brands. Each year, about $4.6 trillion of merchandise is left abandoned in eCommerce shopping carts. Also, internal friction (i.e., organizational drag) is responsible for $3 trillion in lost productivity. Most important element in behavior change process: Friction How to eliminate, minimize, or use friction to your advantage Reasons why people leave things in their shopping carts All routers are the same; awful experience for â€Å"normal† people Reviews and Rankings: In a market dominated by giants, address pain point that other companies aren’t to be successful Worst advice can be best practices Friction Goggles: People tend to accept things and don’t see where friction exists Actively Disengaged: Effort isn’t productive, serving a greater purpose Don’t shift the load; find ways to improve processes, and stop wasting time Software and tools help eliminate friction Acceptance of Fake Rules: This is the way things are done, or it has to be done Difference between friction and motivation; operate in opposition due to choices    Links: Roger Dooley Friction College Confidential Brainfluence The Persuasion Slide Amazon 1-Click Ordering Uber United Airlines Harvard Business Review: Reduce Organizational Drag Cisco Netgear TurboTax Tom Peters John Padgett BJ Fogg AMP132: Why Best Practices Are The Worst Advice With Jay Acunzo From Unthinkable Media What topics and guests should be on AMP? Let me know! If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud, Stitcher, and Google Play. Quotes by Roger Dooley: â€Å"Extra effort or unnecessary effort changes behavior.† â€Å"If you look at the reasons why people abandon stuff in shopping carts, almost all of them are friction-related.† â€Å"In a market totally dominated by giantshe saw a pain point that they weren’t addressing. He addressed that pain point and ended up being very successful.† â€Å"Your customers are not dogs. If you make them work a little bit harder, they will go someplace else.†