Many e-tailers, including airlines, continually try to reduce friction in the online experience, but this may not be best way to boost revenues. Thales Teixeira and Donald Ngwe, both associate professors in marketing at Harvard Business School, however, have written in the Harvard Business Review about how ‘search friction’ can boost revenue performance. In other words, making it more difficult for customers to buy lower priced items; or, put another way, making it easier for customers to pay more rather than to pay less.
Source: Eye For Travel
‘Search friction’ in the booking process: a long-term goal?