Increasing Conversions by Reducing Friction

Recently Todd Miechiels posted an article on How To Increase Your B2B Conversion Rates By Reducing Friction. Within this post Todd examines friction, how it causes people to abandon the conversion process, and what you can do to minimize it. Following are four areas to consider:

  • Reducing friction. Friction, as defined by Flint McLaughlin in this context, is the psychological resistance to a given element in the sales process.  Friction exists in the mind of the consumer. When attempting to increase conversions and sales, many companies focus on high cost and low yield elements like rebranding, redesigns, flash demos, additional advertising. Instead, first examine your web pages for items that could be causing unnecessary friction. Examine the navigation experience from an outside user’s perspective and you might notice elements that could be enhanced for a better user experience.
  • Simplify web forms. A very common area for friction can be related to a web form. Every additional form field that is asked within a form increases the amount of friction, especially those less pertinent  fields related to the stage in the sales process a prospect is at. Evaluate the fields you are asking and either simply reduce the volume of fields or use conditional profiling that allows to break up the form process into sections over the course of time rather than all up front. Also consider the complexity of the form itself and the requirements contained within the data you are asking for.
  • Use friction to increase quality conversions. Evaluate your level of friction in comparison to the quantity and quality of leads you are receiving from those conversions. If you are receiving a high volume of leads that have quality support, think of how you could increase friction to a level that would eliminate some of the unqualified leads but still be at a level that qualified leads would convert. Depending on the reason for conversion, the benefits of converting, and situation as a whole are all items to evaluate when trying to find a qualified balance of friction.
  • Understand your audience. As previously mentioned, take a seat within the driver’s view of a prospect. If you are targeting the high level C-Suite executives it might not be best approach to have an extensive, time consuming form process that asks for a high level of information up front for little return. Time is money and too much information means that a Sales Rep will be on you before you even receive the content that was requested. Again, evaluate the types of user’s and their consumer behavior’s and preferences.

Adjusting the friction in order to increase conversions as a whole or to reduce volume but increase quality of leads are all elements to evaluate when searching for an equilibrium in the balance of friction. Take a moment evaluate your current web processes and see where you can enhance to create a better experience for all parties.