# Friction Kills Growth: Why User Experience Matters More Than Ever

Incode

February 28, 2025

Think back to the last time you **abandoned an online process**. Maybe it was a sign-up form that took too long, a checkout that kept asking for unnecessary details, or a security step that felt excessive. Whatever the reason, it probably wasn’t frustration with the product itself—it was the **experience**.

For businesses, this moment of friction is the difference between **gaining a loyal customer** and **losing them to a competitor.**

User experience isn’t just about aesthetics or ease of use. It’s about **removing barriers** so customers can engage with your service smoothly and securely. Nowhere is this more critical than in **identity verification**, where slow, complicated processes can lead to drop-offs, compliance failures, and lost revenue.

Learn more about why a well-crafted user experience is crucial for your business, regardless of the sector—from [retail](/content/industries/ecommerce-marketplaces/index.html) to [healthcare](/content/industries/healthcare/index.html), country of origin, or size of your operations.

Studies have found that globally, organizations risk **$3.7 trillion** in annual sales due to bad customer experiences. Source: [XM Institute](https://www.xminstitute.com/blog/trillion-sales-at-risk-2024)

## **How User Experience Impacts Business Growth**

Let’s revise **3 ways** in which an excellent user experience will promote your business growth.

### **1. More Customers Complete Sign-Ups**

Every additional step in a sign-up, onboarding, or verification process increases **the risk of abandonment.** If users are forced to switch between apps, dig up additional documents, or wait for manual reviews, they may never complete the process.

A smooth, [fast identity verification process](/content/blog/speed-in-identity-verification-go-fast-or-go-home/index.html) helps businesses:

- **Speed up onboarding** without compromising security.
- **Retain users** from the [very first interaction](/content/network/index.html).

A slow process forces customers to rethink whether they want to engage with your service at all.

### **2. Security Shouldn’t Come at the Cost of Simplicity**

Many businesses believe that **strong security measures must feel difficult** for the user. This is outdated thinking.

A secure identity verification process can be **both seamless and highly protective** when it uses:

- [**Biometric authentication**](/content/liveness-detection-technology/index.html) instead of passwords.
- **AI-driven** [**fraud detection**](/content/fraud/index.html) that doesn’t require unnecessary user intervention.

A well-designed security process **feels effortless** while still preventing fraud.

**66%** of adults believe **valuing their time** is the most important thing a company can do to provide a good online customer experience. Source: [Forrester](https://www.forrester.com/report/2018-Customer-Service-Trends-How-Operations-Become-Faster-Cheaper-And-Yet-More-Human/RES142291)

### **3. Competitive Advantage: The Business That Removes Friction Wins**

[Consumers today](/content/blog/speed-in-identity-verification-go-fast-or-go-home/index.html) expect immediacy. If your identity verification process is slower or more frustrating than a competitor’s, you lose customers— **even if your product is better.**

- A **frictionless experience** is now a key differentiator.
- Businesses **prioritizing UX** see higher engagement, better retention, and stronger brand loyalty.

Companies that simplify identity verification **don’t just reduce frustration—** [**they build trust**](/content/blog/what-is-customer-identity-verification/index.html).

## **User Experience is the Growth Strategy**

In today’s market, **a seamless experience is as important as the product itself.** Businesses that invest in frictionless identity verification **retain more customers, strengthen security, and scale faster.**

Want to test how effortless security can be?

[**Explore Incode’s identity verification solutions today.**](/content/schedule-demo/index.html)