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Thursday, April 09, 2009


Have you experienced any friction in your life recently? When we think of friction it's usually with a negative connotation. But not all friction is bad.

The same can be true for your website.

I recently attended a webinar presented by MarketingExperiments which talked about the quality and quanity of friction on websites. These guys are human factor psychologists so being the geeky girl I am, I naturally felt that I was in my element. Friction on a page...hmmm, something new to consider in this web world. Friction can be as simple as making someone give personal information to be on your email list) Immediately my first thought was that any friction on a page would be a detractor to a potential conversion. However, the words of my father came to mind, "everything in moderation." This seems to prove true in this case too.

So guys and gals this is what I learned. A little friction on your website can be good. Just make sure you have it in the right place and don't overdue it. Get rid of extra steps between the call for action and the end result. Make sure you use clear and simple instructions. The "kiss" rule applies here (keep it simple stupid.) Just remember that you want to make process as easy and natural as possible for your clients to get to and complete the action. Sales and leads are the goal.

Three more tips to keep in mind for your website. Make sure your client can quickly answer the following questions:

1. Where am I?
2. What can I do here?
3. Why should I do it?

These three questions will help keep your website sequence more client friendly.
Friction can always be an inhibitor, but that does not mean that it has to be destructive. Use a little friction to your advantage. The ultimate goal is to optimize the thought process of your client, not the landing page.

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