Design drives revenue, not just delight

By improving the quality of the checkout experience through details small and large, we have seen a 10.5% increase in business' revenue from an older form of checkout to a newer form of checkout.

You can actually go to any E-commerce website, like, I don't know, go to Lululemon, go to Amazon, make your conversion process as easy as theirs. That should be your goal. The consumers shouldn't be confused about complicated pricing, where to find all of that.

"Frictional coefficient" refers to Moesta's term for friction forces (F3 and F4) in his four forces framework that prevent customers from switching to new products.

I raised the price of the condo, included moving in two years of storage as part of the deal with the condo because it's the frictional coefficient and I increased sales over 30%.