At MarketingExperiments, we define friction in a conversion process as a psychological resistance to a given element in a sales process.
If you’ve ever waited in a long line at a theme park in July, that’s friction personified. It’s the hot and sweaty agony that makes a customer ask themselves, “Why am I doing this?”
I should also add that not all friction is avoidable, but a large concentration of it can be reduced through a little testing and optimization.
In today’s post, I wanted to share with you a recent experiment to identify and reduce friction, which you can enjoy with no lines or waiting.
Before we dive in, let’s review the background notes and give the experiment a little perspective and context.
Background: A large news publication.
Goal: To increase clickthrough rate.
Primary Research Question: Which landing page will generate the most clicks?
Approach: A/B multifactorial
Here are the pages in the experiment together.
During a preliminary analysis of the control, the MECLABS research team hypothesized the control page’s long-form layout style was impacting performance.
As you can see, the bullet points help organize the copy, but their sheer number creates a wall of text.
For the treatment, the team organized those bullets into a tabbed navigation, allowing the customer to click on what is relevant to them in an effort to help guide the conversation toward a subscription.
They also removed the video and added a second call-to-action.
How did the treatment stack up?