Friction is the enemy of conversion and, ultimately, the enemy of your success online. Friction is cognitive dissonance. Friction is interactions that produce results that are counter-intuitive or, worse yet, useless. Friction is site features that stumble to keep up with the pace at which people want to interact — whose responsiveness doesn’t allow the speed of interaction necessary to match the expectation set by the very presence of the feature. Friction is anything that gets in the way of an effortless and enjoyable shopping experience.
In my experience, friction is often introduced by the very features that were intended to reduce friction and drive conversion and revenue performance improvements. The result? As friction goes up, return on investment tanks, and so, too, does revenue. That’s why, to maximize success, it’s critical to isolate and understand the bottom-line impact of any new site feature and to eliminate (or modify and retest) any features that drag down performance of the site.
Here are 5 things you can do to reduce friction on your site. Read the rest of this entry »
Filed under: Process, Web Analytics, eCommerce
