26 – Friction

Written by Alex Harris

conversion rate optimization mastermind podcast


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Bobby

Welcome optimizers, this is mastermind podcast. My name is Bobby Hewitt and I’m with Alex Harris.

Alex

Hey Bobby, how’s it going? You find more about me at alexdesigns.com. We’re just sitting here chatting about conversion optimization. Having a few last and talking about same case leads and things we have going on in the business. Bobby, what are we talking about today?

Bobby

Today, we’re talking about friction.

Alex

Hmm friction.

Bobby

Friction, what’s that? So not the kind of sand paper for friction. Friction in the mind of your prospects.

Alex

I though it’s the friction that you get maybe your spouse of something that’s going on in your life. Oh, I’m sorry different mind state.

Bobby Hewitt

Bobby

Well, that’s friction too but different kind of friction. So friction is by definition in sales perspective in a website is anything on the website that adds difficult and gets the user to sort of slow down and stop. It’s kind of a mental speed and the best practice recommendation is to remove friction, reduce friction as much as possible and some of the best practice tips on this is on form don’t have so many options. Just ask for a minimum amount that need the phone number. Don’t ask for the phone number and those are all good techniques but I experimented with friction in different way. I experimented with adding friction, something –to work what everyone talks about.

Alex

Why would I want more friction in my life? I want an easy nice flowing practice to my conversion funnels.

Bobby

I know not always. So you may start there and you may get your adding friction because it’s just kind of intuitive but if you think about in psychological aspect is that there are certain times that you add it and increase the conversion rate times and I actually have done that.

Alex

You have some case studies that you wanna explain to us?

Bobby

Yeah. So one case study is using friction to decrease return rates. So at this point, we had done all of researches and find out that the problem in this particular case study was that the value of proposition was they didn’t understand the value of it. We already attacked these series of tests with value proposition about the test and we got as much as we can get out of it. So we want to pull out some more tips so what we did, was we added friction and by adding an extra step in the funnel that’s really honest and completely unnecessary and it actually increased return rates. Oh, I’m sorry, decrease rates. So here’s what we did. At the point of commitment, it’s very important that you do this at the point of commitment, we added a progress bar animation so this things is a keeps to visitor on the hook. It just may—get a button and get to the next step and whatever it was and you got your full attention because at this point you all have in your head is what’s next step and did it work? Did I correctly processed in doing what I was supposed to do? So we added an animation, probably a – animation and I was completely unnecessary did nothing and I just had animated progress bar. We used that as an opportunity to educate them on the value and effects and the key there since we had a block in and looking at that animation and we’re waiting to see in the progress bar and reassure that they did the correct way and they’re gonna get what they want to get. That’s when you serve in different bullet points and key here is the animated effect because if they’re looking to screen at the progress bar, they need some of visual motion or movement against their eye so we animated in bullet point and number one, bullet point number 2 and bullet point number three and that we assured them that they are making the right decision. We ensure them of the value of the product that they were purchasing and it actually reduced the return rate of this particular product and this was measure on a much longer period of time test and did a normal test in order to makes sure to balance the statistics and accurate.

Alex HarrisAlex

Yeah, that’s pretty sophisticated one. So Bobby, I know that smartest as you, so I just wanna go back exactly some of the take aways there. So with return rate, let’s say you have, I assume that it comes in a play where you’re delivering mostly of your product maybe someone’s coming through and buying a supplement and because you need your conversions so much higher, you’re actually getting less qualified people so they were actually returning it and then you maybe have charged back or whatever so you took into account all of that and then based on the optimization steps with the animation coming in, it helped maybe conversion state is same or it went a little bit down but more qualified people actually purchased so you didn’t have to have as many as charge backs.

Bobby

Exactly. A lot of my clients get supplements based and what a popular offer it is in some clients’ space is that free trial. Just pay shipping now and then have a lot of tools and you buy at a full price. Every month or after so something like that when you use optimizing for the front end, increase free trial offer for your free trial takers. You don’t see the money upfront because all they’re paying is shipping and it’s a loss lead to your campaign. See the money at the back end in months 2,3,4 whatever your return rate or average lifetime is for that taker offer. So this lower the return rate and exponentially increase the amount of time that they stacked on retention. And have a much bigger impact on revenue and business and upfront increase would have.

Alex

Excellent. That is some really great advice coz you maybe a small business thinking about these things but as you start to add more products and try different tactics, you need to monitor your whole lifetime value and really Bobby is the person I go to for that. Bobby, when we close tell people how to find more about you.

Bobby

Sure. You can find more about me at creativethirst.com or you wanna learn some of the tools that I use in conversion rate optimization, you can go to freeconversiongift.com and connect with me Twitter @bobbyhewitt or just shoot me an email bobby@creativethirst.com

Alex

Sweet! Great take aways from this man right here. These are the types of things that we talked about in the conversion rate optimization mastermind and if you wanna learn more about us, you can visit cromastermind.com

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