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Reduce Your Friction to Convert More Prospects

In the study, The Science of Lead Generation from HubSpot, that examined the correlation between conversion rates for lead generation websites and the amount of fields in a lead generation form reveled that the sweet spot for the highest conversion rate is 3 fields of information. The optimal range is between 3 and 5 fields according to the study, but once a lead gen form goes beyond 5 fields to fill out the conversion rate plummets. Any time a conversion action is the goal of a website, landing page or squeeze page it’s a balance between how much friction there is on a page and the motivation of the visitor. What I mean by friction are the emotional stumbling blocks that trip a switch in the prospects mind that causes them to stop and evaluate if it’s worth it to continue and convert. You can never eliminate friction entirely, since you would also be removing conversion. Without friction there is no conversion.

By Bobby Hewitt

Bobby Hewitt is the founder of Creative Thirst. A conversion rate optimization agency for health and wellness companies with a specialized focus in dietary supplements. We’ve helped health clients profitably scale using our four framework growth model validated through A/B testing. Bobby has over 17 years of experience in web design and Internet marketing and holds a bachelors degree in Marketing from Rutgers University. He is also certified in Online Testing and Landing Page Optimization and won the Jim Novo Award of Academic Excellence for Web Analytics. As well as a public speaker and contributing author to “Google Analytics Breakthrough: From Zero to Business Impact, published by Wiley.

1 comment

  1. Hi Bobby,

    This is really interesting data and a great perspective. Two questions: 1) Have you seen any more recent data on this topic? 2) Do you have a sense for how much conversion rates might improve with a more simple “single-click” sign in process (e.g. sign in using facebook, google, etc.?)

    I ask the second question because I know that, personally, a request to enter my email on a website always triggers some sort of spam blocking algorithm in my head. It seems like the smaller amount of friction associated with a single-click might have a real impact on conversion, but I’d love to know if your intuition matches mine and/or if you’ve seen any data that backs this up.

    Thanks!

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