When buyers get frustrated, they’re already half gone. It doesn’t matter how advanced or helpful your product is if the path to “yes” feels tedious. Frustration kills decisions faster than competition does. Think about checkout lines. If you know there’ll be a long one at the grocery store, you won’t go in for bananas. Shoppers abandon carts not because they dislike what’s inside, but because the process itself is friction. Or think of apps. Users don’t delete them because of missing...