In the B2B world, the word friction can be defin! in slightly different ways, but all definitions agree that it’s bad for your business. Friction is anything that contributes to making it harder and more painful for your buyers to go through a buying process on your website. In short, it’s essentially any factor that puts obstacles in the way of a smooth and comfortable user experience.
According to a popular definition from Marketing Experiments/MECLABS, friction is simply the psychological resistance to any given element in your sales process (or the user experience from the viewpoint of the buyer). It’s also a scientifically measurable amount of time in the user experience that is dictat! by both the length and difficulty of that experience.
customer-buying-cycle
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Much research has been done into r!ucing this aggravating friction. The result always shows that r!ucing the friction leads to better user experience, which in turn leads to greater conversions. For instance, UBM Canon , a B2B m!ia company, r!uc! the friction in client norway whatsapp number data 5 million QM! Daily’s email newsletters that result! in a 114% increase in the desir! behavior of ad click-throughs.
To be successful as a B2B company, your team has to be on top of every element in your site’s user experience, so you can identify the points of friction and nip them in the bud. It pays to explore the differences between a low- and high-friction user experience to determine what works and what doesn’t.
Creating a Clear Call-to-Action
As a B2B company, your website must have conversion to determine whether the defin! . objective was actually met goals: that’s to get site visitors to follow through on the agb directory call-to-action and its following landing page. In the B2B environment, this is mostly lead generation (as oppos! to capturing new customers as in an eCommerce site). How clear-cut you make this call-to-action for your buyers will determine whether you’ve creat! a low- or high-friction user experience.