Friction: 3 simple optimization tactics to get more customers from headline to call-to-action
You might have a highly optimized headline …
And you might have a highly optimized call-to-action …
But if customers never get from the headline to the call-to-action, what’s the point of that optimized headline and call-to-action to begin with?
Dr. Flint McGlaughlin, Managing Director, MECLABS, discusses the major impediment that stops your customers from ever seeing your CTA — friction — in this video recording of a recent Web clinic planning meeting.
For the purposes of the MarketingExperiments testing methodology, friction is defined as a psychological resistance to a given element in the sales or sign-up process.
There are three basic elements you can optimize to reduce friction and get more customers from your headline to your CTA. We’ll take a quick look at these basic elements, and then dive into seven more commonly overlooked causes of friction in our next free Web clinic – Silent Conversion Killers: How overcoming hidden friction boosted conversion 166%.
There are three types of low-hanging fruit to look for when optimizing to reduce friction:
1. The number of form fields
Less form fields usually equals more form completions. Here is an example test run by Marketo:
And a deeper look at the results…
2. The number of steps in a process
The more hoops you make your potential customers jump through, the less customers that will stick around until the end of that process. Here’s an example …
Before: The first page of a three-step process
After: The first page of the optimized, two-step process
3. The length of the page itself
All other things being equal (and we’ll get into the deeper complexities of this on the Web clinic), a shorter page tends to be easier to get through for customers, and therefore, less customers tend to bounce on shorter pages.
Here’s an example test with a Research Partner:
Before (please note, the creative sample has been anonymized to protect the Research Partner’s competitive advantage)
The new page outperformed the control by 188.46% with a statistical confidence level of 95%.
Next Web clinic – Silent Conversion Killers: How overcoming hidden friction boosted conversion 166% — Wednesday, Mar 14, 2012, 4:00-5:00 p.m. EDT