You might spent a lot of energy/budget on your landing page. Unfortunately, those visitors are not doing what you want them to do when they get there. Why?
There might be the landing page friction — a barrier that prevents your visitors from completing the action you’d like them to take.
It might be your copy is too short or too long, your background of your site is not clean enough, or you’re lacking social proof, maybe your CTA is not standout enough. It is better for you to identify
the points of friction before you can turn them around.
What are the friction in landing page optimization? Aren’t all friction points negative? I disagree — friction can be both good and bad.
As we all know that every coins have two sides. Let us take a look what Bible tells about the friction.
Mark 2:1~5
2 A few days later, when Jesus again entered Capernaum, the people heard that he had come home. 2 They gathered in such large numbers that there was no room left, not even outside the door, and he preached the word to them. 3 Some men came, bringing to him a paralyzed man, carried by four of them. 4 Since they could not get him to Jesus because of the crowd, they made an opening in the roof above Jesus by digging through it and then lowered the mat the man was lying on. 5 When Jesus saw their faith, he said to the paralyzed man, “Son, your sins are forgiven.”
This is a amazing story that recorded in Bible. A paralyzed man was forgiven and healed by Jesus.
That paralyzed man got many frictions.
- Paralyzed body
- No room left to move close to Jesus to get healed
These frictions can not stop him to get healed, instead, he used them and conquered them. How?
- Friends help
Yes, he can not walk, climb but his friends can. He might not be able to get close to his Lord, but by trusting four of his friends, he can move now.
2. Vertical thoughts
Yes, there is no way to get to Jesus. Such large numbers that gathered even outside the door. But there is a roof! Climb up there and dig through it and lowered the mat.
There is always a way out there! When we think this might be the end day of my landing page or blog, Game over time is coming. Stop thinking these negative thoughts. Try to look for a way instead.
You might not good enough to make your site looks good and writing great copies, but your friends can. You might not good at SEO or LPO but you can learn from other websites and blogs.
Let’s identify the parts of your landing page that preventing quality leads from continuing down the funnel.
- Long submission forms
- Lack of persuasive copy
- Lack of social proof
- Lack of security
- Lack of Referral source
- Lack of imagery
7. Lack of SEO, etc…
Friction functions somewhat like a method of exclusion. Let’s take social media ads, for example. Targeted Facebook ads deliberately exclude certain demographics to avoid wasting money on those who would never be interested in actually buying. Down the funnel, this goes a long way towards improving the lead-to-customer rate.
So we also need to figure out the parts of your landing page that are moving poor quality leads down the funnel.
My friends, I believe you can find your way to conquer the frictions and make it much better than your thoughts in your website.
Biblical Understanding of Landing Page Optimization (Friction)
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