In the Spotlight
Smooth operator
In today's fast-paced digital landscape, providing a seamless visitor experience is crucial for attractions to thrive - and that’s where Convious comes in. Park World has more here.
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onvious, a data-driven all-in-one management platform for the experience economy, is revolutionising the online visitor journey with its user friendly app. By providing attractions with essential tools, Convious empowers them to effortlessly identify pain points along the online customer journey and conduct in-depth analysis of user engagement. This invaluable data equips visitor attractions with the insights needed to create a truly hassle-free and seamless customer experience.
Understanding friction in visitor experience Friction, in the context of visitor experience, refers to any obstacle or challenge that hinders the smooth flow of interactions between a customer and a business. It can manifest in various forms, and is essential for attractions to recognise and address.
There are three types of friction visitors encounter; these include emotional, interaction and cognitive friction. Emotional friction occurs when visitors experience negative emotions due to the inability to effortlessly complete their desired action. This could be caused by confusing information, unclear
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instructions, or a lack of personalised experiences. By empathising with visitors' needs and emotions, attractions can take steps to minimise emotional friction and enhance customer satisfaction tenfold.
Interaction friction on the other hand arises when a product's interface is confusing or not easily navigable for users. This can lead to frustration and abandonment of the customer journey. Recent research by Rubber Cheese suggests that visitor attraction websites have a cart abandonment rate of 70%. By optimising user interfaces, simplifying processes, and providing intuitive navigation, attractions can reduce interaction friction and make it easier for visitors to engage with their products or services.
Cognitive friction occurs when an interface does not function as expected, requiring visitors to exert excessive mental effort to complete a task. This could be caused by complex checkout processes, excessive form-filling requirements, or unclear calls-to-action. By streamlining processes, minimising cognitive load, and providing clear guidance, attractions can alleviate cognitive friction and improve the overall customer experience.
JUNE 2023
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