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Landing Page Tip #149

Went to WalMart today to grab some snacks for a snowboard weekend that’s coming up and I got one of those shopping carts with the ALIEN WHEEL!  You know what I’m talking about ... every wheel on the cart is perfect and well lubricated ... except one.  And that wheel is squealing like a pig and twisting every direction except the one I’m heading.

You know what I did. You do the same thing. You ditch the cart and get a new one. Of course, this is a much easier task at WalMart than when you and I shop online. Find a bad shopping cart on an eCommerce site and we ditch the entire site for another store.

At SitePropeller, we consult with eCommerce sites every day and one of the major tasks is to eliminate the “Squeaky Wheel” or what we call “Friction.” Landing Pages are not exempt from friction. When the layout does not allow your prospect’s eye to smoothly flow from headline to conversion form, you have friction.

When your conversion forms are poorly designed or ask too much information in the first step, you have friction. When you forget to test the conversion path only to discover later that your prospects are “submitted”
into never-never land, you have friction. Take the time, to eliminate friction on your landing page and as you do, your conversions will rise. Your clients will learn to trust you with each smooth step in the process and both the sales volume and dollars per sale will rise.

The SitePropeller Truth to Remember is this:

Reduce landing page friction by eliminating anything in the conversion path that does not result in higher conversions.