One of the most effective ways to increase conversion is by decreasing the amount of perceived resistance and aggravation your prospects experience in your lead capture process – or in short, dialing down the levels of friction.
In today’s MarketingExperiments blog post, we’re going to get our hands a little dirty by diving into some evidence-based marketing to learn how the MECLABS research team made two simple changes to a lead capture process that increased lead rates 166%.
What is friction?
Before we get started, let’s get clear on what friction is exactly.
At MarketingExperiments, friction is defined as “a psychological resistance to a given element in a sales or sign-up process.” In other words, it’s a psychological element present in your marketing that prevents prospects from acting on your offer.
It’s also important to mention here that your goal is not to eliminate all friction. Anytime you ask for information, there is going to be at least some amount friction present. Instead, you want test and optimize your way into identifying and mitigating as much friction in your lead capture process as possible.
Now let’s take a look at the research notes for a little background …
Background: A luxury home builder seeking to sell homes to families with a higher-than-average income level
Goal: To increase the number of leads
Primary Research Question: Which color scheme will result in a higher conversion rate?
Approach: A/B multifactor split test
The control featured a two-step lead capture process that started with a “request more information” call-to-action that redirected prospects to a second form field page requiring users to provide their first and last name and email address into the form fields.
For the treatment, the team removed the second step completely, changed the form field layout to appear fewer in number, made providing information optional for users and removed the questions and comments field.
What you need to know
By minimizing friction through reducing the number of steps and fields, the treatment outperformed the control by 166%. To learn more about how friction impacts conversion; you can watch the free on-demand MarketingExperiments Web clinic replay of “Hidden Friction: The 6 silent killers of conversion.”