Understanding Friction in the B2B Customer Journey: When Is There Too Much…or Not Enough?
Friction is everywhere, it’s a force of nature, but it could be costing you pipeline. In B2B, “friction” shows up
Mike has over 13 years in Conversion Rate Optimization, beginning with Widerfunnel, where he learned from several of the original gurus in CRO, Chris Goward and Oli Gardner, and supported CRO Strategy for clients including Magento, 1-800-Flowers.com and DMV. He led B2B Web Growth at Hootsuite, before establishing CRO teams and processes at Strawhouse, one of Canada’s biggest Performance Agencies, as well as Absolute Software and Celtx. He has taught CRO at several colleges in Canada and is the author of 2 Linkedin Learning courses.
Friction is everywhere, it’s a force of nature, but it could be costing you pipeline. In B2B, “friction” shows up
