Friction is one of the greatest obstacles to your conversion process, and though most marketers currently have some idea of what Friction is, many are only seeing half the picture.
When asking marketers to identify the Friction associated with a conversion process, the response is often very confident. Usually, the number of form fields on a page will be pointed out first, the number of steps in a process next, and occasionally a third comment might focus on the length of the individual pages themselves. The overall consensus from marketers is that if you can eliminate these simple elements, then you can eliminate Friction.
However, our research suggests that most of the Friction in a conversion process goes undetected. Further, this “hidden” Friction often is the most lethal to conversion. So, in this post I wanted to lay out 7 of the most undetected ways that Friction might be threatening your conversion rates. I have dubbed these The 7 Silent Killers of Conversion.