Business websites have an objective. That objective involves a site visitor DOING something. Maybe buying something, maybe filling out a form requesting something, maybe calling in… the bottom-line is simply this- you want your visitors to DO something before they leave your site.

Most visitors have some reluctance to taking the action you want them to take. They’re hesitant, there is  friction that can slow them down or, can even stop them dead in their tracks, and they simply leave or “bounce” from your site before taking the action you want them to take.

Your website can either “grease the skids” so your visitors comfortably go where you want them to go and take the action(s) you want them to take, or it can, very inadvertently, add to the friction.

You can add “friction reducers” to your website  to maximize the number of visitors who take the action(s) you want them to take. Here are some examples of “friction reducers”:

  • Short forms that are easy to understand and complete.
  • Security icons near your form fields. or in the eye path.
  • Information presented in a logical order with a compelling ‘call to action’.
  • Limited options- keep it simple.
  • Emphasis on BENEFITS more than features
  • Large buttons that stand out on the page.
  • No distractions on the page.