Friction is a silent conversion killer.
It frustrates your landing page visitors, damages your conversions, and eventually, cuts a big fat hole in your ROI.
If there’s friction on your landing page, the time you spent creating your masterpiece becomes irrelevant, because your customers don’t give your page a second glance, let alone click on your CTA button.
So, what exactly is friction?
Friction is any element on your landing page that causes your customers to resist clicking on the CTA button.
This resistance could be caused by any or all the elements on your page, which is why friction is a silent conversion killer. Marketers know their conversion rates are sinking, but they can’t put a finger on the culprit.
Let’s clarify the concept a little more.
Neil Patel describes friction as: “any variable, website quality, or user behavior trend that is slowing down (or entirely halting) the progression of your company’s sales cycle.”
According to Marketing Experiments, “friction is a psychological resistance to a given element in the sales or sign-up process…friction is the aggravation factor.”
Because your landing page conversions actually take place in your customers’ minds before they do on your page, it is vital that your page be free of any psychological resistances.
Friction confuses your visitors; it creates anxiety and frustration in their minds, so much so that they abandon your landing page.
Why you need to make your pages frictionless
More and more businesses are creating landing pages in 2015, and we would know. Over 1100 pages are created on Instapage daily. This is a great thing. But, this also means that mediocre landing pages that could slide a couple of years ago don’t fly anymore.
The attention span of an average website user is decreasing every year. According to Entrepreneur, an average adult’s attention span was down to just 8 seconds in 2014 (that’s even less than that of a goldfish).
When your page just has just 8 seconds or less to make an impression, you need to do everything in your power to make your visitors’ journey on your landing page as smooth as possible. This means eliminating all sources of friction.
This is why I decided to write this post, why I looked at so many landing pages to analyze and identify the points of friction that could be lurking behind your landing page.
You’re making visitors spend too much time on your landing page
You have 2 seconds to hook your customers in, and you won’t be able to do that with an ill-formatted long landing page.
I am not advocating against a detailed landing page. Some services/products require detailed landing pages. The Crazy Egg landing page test proves that.
The size of the page doesn’t matter, but its formatting certainly does.
Arrange your page according to your visitors’ natural eye path. Don’t make your landing page a rollercoaster ride for them, because that’s only going to get them dizzy and ain’t nobody going to click on your CTA when they’re dizzy.
Always put the most valuable content of your page on the left side because that’s where your customers focus more.
You’re distracting them with navigation bars
Navigation bars distract visitors, they get their mind off the landing page goal and onto stuff that could wait for later.
Don’t make it hard for your customers to find what they came looking for on your landing page. Don’t distract them with navigation bars. If you have to use a nav bar, keep it minimal. Don’t load up every link you can think of on your landing page.
Keep It Simple Stupid.
HubSpot showcased examples of how conversion rates increased when the top navigation links were removed from landing pages. The Minders landing page saw an increase in conversion rates from 9.2% to 17.6%.
This was the original page.
This was the challenger.
You’re boring or confusing your customers with your CTA button copy
The copy that you put on your CTA button needs to be just right if you want to your customers to click on the button.
Your button shouldn’t just say “Submit”, it should say something that matches with your service.
Take the Brian Eisenberg eBook landing page as an example. While there may be a couple of things wrong with the page, the most appalling is the text and design of the CTA button. “Get Instant Access” is so old and overused.
You need to personalize your CTA button for more conversions. Check out how Highrise does it here.
VWO tested CTA button copy, and personalized copy increased click-throughs by 33.1%:
You’re embarrassing yourself with stock images
Cheesy stock imagery is where good images and conversion rates go to die. Even if you have a perfectly good landing page with an attention-grabbing CTA, a good length lead capture form, and a banging headline, all these elements won’t do you any good if you’ve put up a bad stock image on your page.
The thing that I dislike most about stock images is the fact that they don’t add human appeal to your page and that’s the whole reason for adding them at all.
Only when visitors are able to identify with your page are they willing to click on the CTA. And because stock images are so easily available for very little cash, there’s no individuality. Dozens of people out there could have the very same image on their landing pages. There’s zero authenticity and hence zero customer trust.
Your landing page needs your visitor to feel comfortable enough to subscribe to your service or buy your product. For this to happen, you need to put him at ease and not scare him away by horrific and overly used stock images.
Show your product being used on the landing page.
Add a drawing or animation if you want to but, don’t go for stock images, please.
You can also reduce friction from your landing pages by increasing their credibility and trust. You can read more about that here.
So, tell me does your landing page have any of these friction points? Be honest, we won’t judge! (Well, we will. But then we will help you fix it!)