Posts Tagged ‘friction’

Landing Page Optimization: 4 test ideas for a free-trial, lead gen form page

September 19th, 2012 No comments

“This is where we bring it all together,” said Dr. Flint McGlaughlin, CEO and Managing Director, MECLABS, during the closing session of the B2B Summit 2012 in Orlando. The session was an interactive live optimization, in which Flint and members of the audience put theory to practice optimizing audience-submitted landing pages. (You can also send us your landing pages for live optimization in today’s Web clinic if you’re interested.)

Today’s MarketingExperiments post will share with you one of the audience submissions from the live optimization session at the B2B Summit 2012 and a few of the optimization opportunities Flint and members of the audience identified to give you ideas to optimize your own landing pages …


The Landing Page:

Click to enlarge



This page was submitted by a member of the audience. The objective of the page is to get a lead. During the session, Flint and the audience identified the following four optimization opportunities for this page. (Before reading further, take a quick look at this page and see if you can find some opportunities for optimization.)

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Silent Conversion Killers: Your peers share elements that are hurting your marketing performance right now

March 12th, 2012 3 comments

What are the most overlooked conversion killers … and how can marketers overcome them?

In Wednesday’s free Web clinic – Hidden Friction: The 6 silent killers of conversion – Dr. Flint McGlaughlin, Managing Director, MECLABS, will share some basic changes many marketers make to their site to improve conversion, as well as some commonly overlooked optimization opportunities.

But first, let’s take a look at some of the top optimization advice we received from some of your peers …


Things that get in the way of converting website visitors to customers

  • Too many banners
  • Irrelevant content

 –        Robyn Kahn Federman, Director of Communications, Catalyst

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Friction: 3 simple optimization tactics to get more customers from headline to call-to-action

March 5th, 2012 1 comment

You might have a highly optimized headline …

And you might have a highly optimized call-to-action …

But if customers never get from the headline to the call-to-action, what’s the point of that optimized headline and call-to-action to begin with?

Dr. Flint McGlaughlin, Managing Director, MECLABS, discusses the major impediment that stops your customers from ever seeing your CTA — friction — in this video recording of a recent Web clinic planning meeting.



For the purposes of the MarketingExperiments testing methodology, friction is defined as a psychological resistance to a given element in the sales or sign-up process.

There are three basic elements you can optimize to reduce friction and get more customers from your headline to your CTA. We’ll take a quick look at these basic elements, and then dive into seven more commonly overlooked causes of friction in our next free Web clinic – Silent Conversion Killers: How overcoming hidden friction boosted conversion 166%.


There are three types of low-hanging fruit to look for when optimizing to reduce friction:

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Landing Page Test: Why less equaled (54%) more when reducing friction and highlighting value proposition

October 19th, 2011 No comments

 “Less is more…”

Whether it’s at MECLABS or my mother’s kitchen, I’ve heard people spout this phrase throughout my 35 years. And when hearing this, more often than not, I’ll thank the person that said it, dismiss it as a trite platitude, and resume my knitting.

Joking aside, in a world that constantly bombards us with promises of “bigger,” “better,” “faster” and “more,” it’s sometimes tough to accept that time-honored practices are often still the best course of action. Yet, as we’ve learned numerous times on these pages, even the most basic marketing tenets still apply, even in an increasingly terse, staccato, digitally communicating world.

And, after a few months of really absorbing the impact of our successful webpage tests, I now know that when it comes to landing pages, less is not only more, it’s often the difference between conversion and abandonment. Read more…

Hidden Friction: The 7 Silent Killers of Conversion

August 15th, 2011 25 comments

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.

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Live Experiment (Part 1): How many marketers does it take to optimize a webpage?

June 8th, 2011 9 comments

Last week I had the privilege of being in the world’s tallest hotel in the Western Hemisphere, joined by over 200 other “nerdy” marketers, for what was the first-ever conference hosted by MECLABS on the topic of optimization and testing. Overall, it was a value-packed week.

But what I found most uniquely valuable about the Optimization Summit was a surprise live experiment in which the audience was asked to optimize and test a marketing campaign during the course of the conference. I had a backstage pass to what would become a thriller of an experiment, with many ups and downs, bends and turns. The only thing I could compare it to while in Atlanta was trying to hold two suitcases while free-standing on MARTA (which I successfully did by the way).

All in all, I learned a lot about testing in the process, and in the next two blog posts, I’d like to break out some of the key insights I walked away with. Read more…