‘Website Optimization: How to reduce friction in purchase and registration processes’ – ‘MarketingExperiments’ Blog
Selena Blue says, “Sometimes getting consumers to the landing page is the easy part.
The ingrained friction the buying, and even registration, processes create for users can cause them to hesitate in completing the process. After all, you don’t visit a site to register; you come to consume whatever information they have to offer. The registration part gets in the way.
When the registration process seems unusually long, you give up and leave the site. The value beyond the registration no longer outweighs the time and effort needed to get to it.
The same goes for purchases. When we create additional friction through design, copy and overall experience, it can push a customer to abandon their cart instead of pushing through the mental resistance certain elements create in their mind“.
Website Optimization: How to reduce friction in purchase and registration processes
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