Sep 15, 2026 · 25 min · 10 segments
Shamir Duverseau, co-founder of Smart Panda Labs and former marketing leader for brands including Disney, Marriott, Southwest Airlines, and NBC…
Adam OutlandHostUm, the, the way I, I kind of describe it to people is, um, a scenario that probably most of us, if not all of us, have experienced.
So imagine yourself, you're, you're driving home, perhaps from work or, you know, from school, wherever the case may be, and you decide, "You know what? I, I need to swing by the grocery store.
You know, I- they're gonna complain if they don't have any for, for their cereal the next morning." So you swing by the grocery store, um, you run inside.
You know, fortunately, it's one you've been to before, so you, you kind of navigate the, the aisles.
There's, uh, five checkout lines open, and they're all like 20 people long, and you just say to yourself, "Man, I, I, I don't want...
I can't do this." So you say, "Well, I'll go to, I'll go to self-checkout." Well, those are broken, all right? So you, you can't go to self-checkout.
I, I can't, I can't stand there." So you run back to the corner, you throw the milk back in the refr- in the, in the cooler, and you say, "You know what? I'll just, I'll just, I'll figure this out some other point." And the reason I use that story to describe the post-click experience is because effectively, that's what happens to people online.
Perhaps they've even gotten to the point where they've found the product they want, but at some point they hit some barrier that says, "This isn't worth my time and effort.
To get past this barrier, I'm going to bail on this process." And at that point, you're hoping they come back, but the data suggests otherwise, that oftentimes people don't come back.
And of course, the higher consideration that y- your sale is, the more and more so that those barriers and those points of friction and, uh, the lack of communication causes them that frustration and causes them to bail on the process.
Um, the, the way I, I kind of describe it to people is, um, a scenario that probably most of us, if not all of us, have experienced.
So imagine yourself, you're, you're driving home, perhaps from work or, you know, from school, wherever the case may be, and you decide, "You know what? I, I need to swing by the grocery store.
You know, I- they're gonna complain if they don't have any for, for their cereal the next morning." So you swing by the grocery store, um, you run inside.
You know, fortunately, it's one you've been to before, so you, you kind of navigate the, the aisles.
There's, uh, five checkout lines open, and they're all like 20 people long, and you just say to yourself, "Man, I, I, I don't want...
I can't do this." So you say, "Well, I'll go to, I'll go to self-checkout." Well, those are broken, all right? So you, you can't go to self-checkout.
I, I can't, I can't stand there." So you run back to the corner, you throw the milk back in the refr- in the, in the cooler, and you say, "You know what? I'll just, I'll just, I'll figure this out some other point." And the reason I use that story to describe the post-click experience is because effectively, that's what happens to people online.
Perhaps they've even gotten to the point where they've found the product they want, but at some point they hit some barrier that says, "This isn't worth my time and effort.
To get past this barrier, I'm going to bail on this process." And at that point, you're hoping they come back, but the data suggests otherwise, that oftentimes people don't come back.
And of course, the higher consideration that y- your sale is, the more and more so that those barriers and those points of friction and, uh, the lack of communication causes them that frustration and causes them to bail on the process.
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