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: