The second step to reducing friction is displaying user-generated content. This includes reviews, ratings, testimonials, and live sales notifications.

Shoppers want to hear about the product from other customers. Showcasing the success of your product or brand will convince shoppers you are the right choice for them.

This concept is known as “social proof”, and the more often you’re able to include it on your website, landing pages, in emails, in your checkout process, or anywhere else you’re interacting with consumers, the more likely you are to build trust and close the sale.