28 – Optimization of Friction

Written by Alex Harris

conversion rate optimization mastermind podcast

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Alex

Welcome optimizers. This is Alex Harris of alexdesigns.com and we learn conversion rate optimization podcast talking with Bobby Hewitt. How you doing Bobby?

Bobby

Great Alex.

Alex HarrisAlex

Cool. Let’s just jump right into it. We’re talking about friction a little bit further but in particularly about opt ins or generating leads. What would you say on someone who’s trying to optimize in the friction aspect?

Bobby

So this is very tricky and I think we mentioned before the best practice is to reduce friction and reduce amount of fornicates and just ask for –such as key address but in some cases, it makes sense to add friction instant process and doing so can actually increase your conversion rate which is totally – as best practices out there.

Alex

And in particular for email opt ins, can you give us some example how someone maybe test that on their widgets or sites.

Bobby Hewitt

Bobby

Sure. This is also be creative or may not be applicable for just standard email opt in and which brings back to other point of taking the offer in a different way. This particular case study for client that – way book. It was a – offer so it was a physical book to actually –printed soft covered book really setup the value of all – and really if you read the book, you start to trust him and get more into its philosophy well more likely to buy them. So previously, he offered the book just put in your name and email and then you can get second step and check out and on that second step is where you had to pay shipping for the book. So the book was technically for you but you have to pay shipping. It was like the standard free trial offer just many stuff—physical product which it can be with any physical –so the next step is where you put in your billing address and your credit card and all that. So the first step is capturing the lead and the second step was capturing the necessary information or to change new book so when I added friction was in the very first step so I added way more fields in the first step to remain in email and added your full address so you can put in your name, your email and your full mail address and your phone number and that increased conversion rate adequately we had 65% there and with that tip, that’s the reason why it worked is because it was a physical offer and a lot of people getting to that offer for a free book same goes to mail and email and they sort of smell the fear and suspicion so how I gonna get free I just put in my name and email. So these people are talking to them and I found out they actually expect the book to be good which is why they’re only asking for email so using the emails— the second step in finding out –mention about sales leads they —they mailed and this particular client was looking not only a lead but to get buy them a lead on some other—someone who actually pays—so by adding this friction upfront full name and address, it’s way more legit and way more congruent with the physical book. –gonna get to this book and had my address so once we did that, more people were committed and more people would been follow through the second step to pay that shipping price to pay that physical book because when they entered 8 or 7 different fields, so they only got play on the principle on micro commitment they’ve already—got that micro email address and enter information which by they carry through the second page automatically build out. So they were more like to commit that’s how adding friction you can actually change in not only more opt ins but more buyer opt ins in this particular case.

Alex

It’s an interesting concept. I’ve tested for my clients in different ways but without having someone to pay, I’ve also see to use friction and me mostly I do it feasibility and adding more fields to create more friction like you mentioned. In my case, I created a landing page for where I get people submit for their site for view. And I want to ensure qualify people who are essentially going to review sites. I don’t wanna review any GEO cities like that so I added extra fields in my opt in form website address, first and last name, so people felt more comfortable to tell themselves about that so that I can qualify people I can read and view their websites and adding that friction gave me more qualified people in the long run that I generate leads that way. If you actually want your website reviewed, you can actually go to alexdesigns.com/review and I review websites all the time actually but also on my clients sites, we’re generating particular leads for certain vertical. They want qualified leads so obviously collecting maybe name and email address but potentially also adding the phone number or additional fields that are required. That way, people –to actually fill out that form and then in the end you get more qualified return.

Bobby

Yeah, you’re just increasing the commitment level they have to take which is also increasing the friction but by increasing that commitment level, they’re more likely to complete and more likely to get higher value of client and higher value leads then if you have reduced the commitment level.

Alex

Actually one of my bigger clients does lead generation for loans and banks which is high tech and take them high to the lead. He wants to ensure that all are really qualified so he makes some couple of steps really to make sure that they are right fit for he wants to sell that lead. He captures in information on every single step but in the end, he almost have the perfect lead that he can use to sell pretty much.

Bobby

Yeah you follow best practice leads with friction, you can probably pull in front with people but they work this to they would actually –more in this business to go through them and then they get more high quality leads. That’s an excellent example of adding friction and increasing quality and increasing the overall impact of the business. It’s not always about increasing conversion, it’s about increasing the impact of the business.

Alex

Sweet. Well if you have examples of friction and opt ins or lead generation and doing this, we’d love to see what you’re doing in the conversion rate optimization space maybe you’ve given a presentation on this, we’d love to learn more about it and you could do that by visiting our website for the conversion rate optimization mastermind at cromastermind.com. Thanks a lot Bobby!

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