The Science of Digital Trust: Reducing Friction & Turning Hesitant Users Into Buyers

In Episode 4 of The Taste Test, host Kate Feng from AB Tasty sits down with Kit Heighway, Director of Optimisation at Daydot (part of FutureGroup), to explore how brands can build digital trust by reducing friction. Together, they discuss why hesitation is often rooted in uncertainty, how emotional segmentation can reveal what different users need to feel confident, and how brands can use personalized experiences to provide reassurance to users and avoid roadblocks to conversion. Using insights from personalization strategies and solutions like AdaptiveCX and EmotionsAI, this episode will demonstrate how emotionally aligned experiences can drive both conversions and long-term loyalty.