Is the “path of least resistance” a universally true experience? Do all customers experience resistance the same way? In this episode, Rishabh Jain and Rabah Rahil from Fermát explore this idea through the legacy of polymathic thinker Pierre de Fermat, who pioneered the principle of least time in the 1660s.

Forging ‘desire paths’

• {00:20:48} “In the nondeterministic consumer world, you have millions and millions and millions of opportunities to screw up a test with a customer because they don't behave in a controlled way.” - Phillip
• {00:25:55} “I think, you know, there's a saying where it's like the future's already here. It's just unevenly distributed. This already happens. And the place this happens is in B2B.” - Rishabh
• {00:47:06} “The website is turning into the business card...I think zero-click commerce is going to be the path.” - Rabah

Key Takeaways

• While the “path of least resistance” is a maxim in conversion rate optimization, optimization is highly personal to the customer and their motives. The nature of CRO will evolve with more 1-1 personalized and ephemeral experiences.
• The ‘website’ as a monolith is a construct of search engine optimization. In the coming future, the rise of constellation sites allows for personalized customer experiences.
• Brand roles and channels will need to adapt as privacy changes shape the future of web commerce. Zero-click commerce could bea future of online shopping. The website model is evolving, and multiple user experiences and types of interfaces will become a norm.

Associated Links:

• Learn more about Rishabh Jain and FERMÀT
• Check out Trekonomics by Manu Saadia
• Have you checked out our YouTube channel yet?
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

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