Last post we talked about visitor anxiety and I mentioned friction...let's briefly cover that now.
Definition of Friction:
- the rubbing between two surfaces
- clash of opinions
Thesaurus:
- resistance
- abrasion
- chafing
When talking about websites friction is encountered when a visitor is asked to take some form of action, this could be
- Filling out a website form
- Being asked to "click here" to...(whatever)
- It could be you are asking them to call you or send you an email to get more information
The most friction occurs when we are asked to provide personal information in exchange for something of perceived value. The more information, and what you ask a visitor to give you, the more friction you create.
I've been dealing with web visitor conversion since 1998. What I've found is that contrary to what many think, more information makes for a better quality lead, is not true. It just means you receive more bogus information from a potential lead. Let's face it...if someone doesn't want to give you their real name and email they'll just enter: John (or Jane) Doe - email: 123@321.com Phone: 555-555-5555 unless you have a qualifying process.
Consider this...more and more companies send you an email, after you fill out a form, confirming...the email is active and yours. They qualify the information...now they have to make the conversion from lead to client.
I've been testing the response rate from the three options below, which do you think creates the most friction for a website visitor?
- Filling out your name, phone number and email OR
- Asking someone to pick up the phone and call you OR
- Click a link to send an email
You'll find out in the next post which creates the most friction and which creates the least. (We'll be using "leads" as our measurement.)
Happy Sales,
Jeff
"Everything around you is changing...are you?"
Profile: http://activerain.com/jeffscoaching
Website: http://www.ImpactYourSalesNow.com
Break the Rules! http://www.ImpactYourSalesNow.com/lead_generation.html
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