Four Ways to Eliminate Friction at Your Landing Page"Go to this website, click that link, call this number, fill out that form," writes Lary Stucker at FreshClicks.
"Anytime you ask people to do something, you are creating a point of friction," he warns. "Your audience will not continue unless the reward is greater than the friction they are experiencing."
If you want to improve the performance of your landing pages, Stucker argues, you must remove as many points of friction as possible.
Case in point: When Stucker examined an online fill-in form for free trial software offered at his own company's website, he found:
The instructions were too complex. Visitors who clicked through their email offers to download the software had to wade through instructions for a four-step process.
Information was presented in the wrong order. Before discussing the offer that brought visitors to the site, the landing page asked for an email address. "The actual links to the free trial downloads [were] much lower on the page," he notes.
The landing page offered multiple versions of the product. "You want someone to make the decision about which version they need after they have decided they want to download it," he advises. Showing multiple versions and system requirements made choosing this product look more complicated then it needed to be.
Once his company redesigned the form, however, the "average email subscriber rate jumped by more than 300 percent," Stucker reports. Here's what the new form offered:
"Anytime you ask people to do something, you are creating a point of friction," he warns. "Your audience will not continue unless the reward is greater than the friction they are experiencing."
If you want to improve the performance of your landing pages, Stucker argues, you must remove as many points of friction as possible.
Case in point: When Stucker examined an online fill-in form for free trial software offered at his own company's website, he found:
The instructions were too complex. Visitors who clicked through their email offers to download the software had to wade through instructions for a four-step process.
Information was presented in the wrong order. Before discussing the offer that brought visitors to the site, the landing page asked for an email address. "The actual links to the free trial downloads [were] much lower on the page," he notes.
The landing page offered multiple versions of the product. "You want someone to make the decision about which version they need after they have decided they want to download it," he advises. Showing multiple versions and system requirements made choosing this product look more complicated then it needed to be.
Once his company redesigned the form, however, the "average email subscriber rate jumped by more than 300 percent," Stucker reports. Here's what the new form offered:
- A large image of the product's packaging
- A pull-down menu pre-loaded with the most popular version
- A field for an email address with a brief explanation of benefits
- A "download now" button
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