{"id":6206,"date":"2019-03-07T08:41:12","date_gmt":"2019-03-07T07:41:12","guid":{"rendered":"https:\/\/www.red-orbit.com\/blog\/?p=6206"},"modified":"2019-03-07T08:41:12","modified_gmt":"2019-03-07T07:41:12","slug":"3-ways-reduce-friction-drive-sales-growth","status":"publish","type":"post","link":"https:\/\/www.red-orbit.com\/blog\/3-ways-reduce-friction-drive-sales-growth","title":{"rendered":"3 Ways to Reduce Friction and Drive Sales Growth"},"content":{"rendered":"

At Erudite we know from experience that we can distil optimal performance thus:<\/p>\n

Reduced Friction + Increased Satisfaction = Optimal Performance.<\/p>\n

In my talk at inOrbit <\/a>I\u2019m going to share what we learned in our research and development time\u00a0during the course of last year. The focus of that research was satisfaction: how can it be understood\u00a0in user behaviour and how can we expand our understanding of satisfying features to optimise\u00a0across our site. As a warm-up I thought I\u2019d share some of the main friction points we encounter time\u00a0and again in our CRO work, so that when we come to talk about satisfaction at the show in March,\u00a0there\u2019s nothing stopping us!<\/p>\n

1. Test Live Chat on all devices (if you must have it in your checkout)<\/h3>\n

Chat functionality has its place and can often assist the conversion process. On a well-designed site\u00a0that is mobile first, we\u2019re open-minded to the use of it in the conversion funnel pages. However we\u00a0have come across more than one occasion where live chat has interfered with, and in one case\u00a0prohibited the completion of a sale.\u00a0In all these cases the chat pop-up was causing friction for mobile device users. In one very\u00a0memorable example we identified that Android users had not completed a sale since the addition of\u00a0chat. When we drilled into the data and videos, this was because the chat window completely
\nobscured the \u201caccept terms and conditions\u201d tick box, which was a critical requirement to complete\u00a0the final step of purchase. This is the kind of friction that starts a fire.<\/p>\n

Learning: If you want to have chat on your checkout you must test it across all devices paying\u00a0particular attention to mobile UX design. Due to the reduced size and portrait layout, chat pop-ups\u00a0will often obscure a lot of critical information or required actions.<\/p>\n

2. Auto format characters and cases for user entry fields<\/h3>\n

Is there anything more annoying than having to change your mobile keyboard to numbers from\u00a0letters, when you have tapped into the credit card number field? There\u2019s a special place in hell for\u00a0sites that can\u2019t be bothered to do this. Similarly bank account sort codes are two characters [space]\u00a0two characters [space] two characters. The user shouldn\u2019t have to tap into the entry field for the\u00a0next couplet, once they have completed the first couplet.<\/p>\n

\"\"<\/p>\n

Figure 1: Go Home Sage Pay. You’re Drunk.<\/strong><\/p>\n

Removing friction points like this can really drive positive improvement to conversion.<\/p>\n

\u201cWe don\u2019t figure out how things work. We muddle through.\u201d<\/strong>
\nSteve Krug: Don\u2019t Make Me Think<\/p>\n

Which brings me to my final point\u2026<\/p>\n

3. Don\u2019t design icons or functionality that nobody has seen before.<\/h3>\n

Much like language, good design evolves and becomes convention, or specifically; best-practice. An\u00a0example of this is the now standard \u201chamburger\u201d motif to signify a mobile menu. It\u2019s so important\u00a0that we design so that there\u2019s no \u201cfiguring out\u201d to be done. Take that layer of friction away from the\u00a0user journey and utilize recognizable, conventional semiotics.<\/p>\n

\"\"<\/p>\n

We\u2019ve seen some awful friction points on sites where the call to action was so unclear, that the user\u00a0had absolutely no idea what to do next. Here\u2019s one genuine example\u2026<\/p>\n

\"\"<\/p>\n

I\u2019m not going to tell you what this icon was supposed to signify, but I hope we meet at inOrbit<\/a>, as I\u2019d\u00a0love to hear your guesses! Additionally, now that we\u2019ve talked about friction points to get rid of, I\u2019m\u00a0excited to tell you about ways to increase user satisfaction and then our performance potential will\u00a0be truly optimised.<\/p>\n","protected":false},"excerpt":{"rendered":"

At Erudite we know from experience that we can distil optimal performance thus: Reduced Friction + Increased Satisfaction = Optimal Performance. In my talk at inOrbit I\u2019m going to share what we learned in our research and development time\u00a0during the course of last year. The focus of that research was satisfaction: how can it be […]<\/p>\n","protected":false},"author":79,"featured_media":6243,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false},"categories":[40],"tags":[11,16],"acf":[],"yoast_head":"\n3 Ways to Reduce Friction and Drive Sales Growth<\/title>\n<meta name=\"description\" content=\"At Erudite we know from experience that we can distil optimal performance thus: Reduced Friction + Increased Satisfaction = Optimal Performance. 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