Friction Kills Growth: Why User Experience Matters More Than Ever

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 to healthcare—, 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

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 helps businesses:

• Speed up onboarding without compromising security.
• Retain users from the very first interaction.

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 This is outdated thinking.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** instead of passwords.
• AI-driven fraud detection 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

3. Competitive Advantage: The Business That Removes Friction Wins

Consumers today 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.

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.