[freejack]

I struggle with the notion of friction on our site. It is easy to talk about and very hard to action. For example, I can use optimizely to tell me which approach I'm considering my convert better, and there is no way to know what the baseline outside of my site looks like, nor what the best approach is. The information available is so limited that much of what passes for customer experience design is just a collection of guesses back by a small amount of relative data and reinforced by appealing design. Perhaps this is just obvious and inherent in commerce in general, but I find it very challenging knowing that everything I'm considering might be substandard :)