Reducing Friction: How a Good User Experience Brings More Leads | Market Muscles

Reducing Friction: How a Good User Experience Brings More Leads

by Stephen Reinstein

How can you bring in more leads through your website?

It boils down to user experience.

What is user experience?

User experience is the overall experience a person has when using a product, such as your website. Everything from your car to your house to your electronics and, of course, your website, has a user experience

User experience and user interface are terms that are often used hand in hand. While user experience talks about actual experience of using a product, user interface refers to the esthetics and design of a product.

Reducing friction in the user experience, which means making your product easier to use, can lead to more people using it. For example, during COVID, Amazon reduced the friction of shopping for groceries by making it easy to shop for groceries online.

How can you improve the user experience on your website? Take a look at five website considerations to boost user experience:

 1. ONE SINGLE CALL TO ACTION

What’s a call to action? It’s the desired action on a website that you want the user to take. A call to action would be prompting the user to do something such as signing up for a trial, accessing your schedule, or booking a lesson.

It’s important that you only have one option for the user to take. Why? Analysis paralysis. If you have too many options, users tend to get overwhelmed and not take any action at all.

 2. SOCIAL MEDIA REVIEWS

Social media reviews and testimonials are not the same thing. Social media reviews are trustworthy. People go on social media and do their own research to see what real people have said about your service. Including social reviews automatically builds authenticity and allows people to trust the reviews on your site.

Including social media reviews on your site also saves people from having to leave your website to go do that research themselves. If users leave your site, there’s a good chance they won’t come back after doing their research. By embedding social media reviews, you’re saving them from leaving, giving them the research material they’re looking for, and allowing them to feel comfortable staying on your site and filling out their information.

How should you display social media reviews on your site?

Screenshot the reviews or embed them. Embedding the reviews is good for SEO and is also optimized for mobile devices. Screenshots can sometimes be difficult to read on mobile devices. You don’t want people to have to pinch and zoom to see the full review on a mobile device.

 3. WEBSITE COPY

Website copy is the actual words displayed on your site.

The copy should:

1. Identify the target – get the attention of the user that’s on your site. Draw them in so they feel like you know exactly who you’re talking to

2. Agitate the pain point – show them that you know what they’re dealing with. For example, is the user looking for martial arts because their child is getting bullied? Talk to them about how that’s not good for kids and you know it can be emotionally painful.

3. Show a solution – prove your value and show you can fix the pain point.

Essentially you’re saying we know who you are, we know what you’re dealing with, and here’s how we are going to help you.

 4. PROVIDE FAQs

Answering questions before your website visitors even think of them. Address potential reasons why people wouldn’t fill out their information on your site. That way, users learn a bit more about your school. FAQs improve the user experience and allow the user to move on to the single call to action you’ve given.

 5. MOBILE FIRST

Mobile first is different from mobile-friendly, which means you create your site for a laptop or desktop.

You should create an experience knowing that a majority of people visiting your site are going to be on a mobile device. Why? 80% of people coming to Market Muscles clients’ websites are coming on mobile devices.

How does improving the user experience generate more leads?

There is a direct relationship between the success of a business and the amount of friction clients experience with the business. When you provide the research and answers to users’ issues without them having to search for it, you guide them to responding to your call to action.

The concept of reducing friction can be applied to any part of your business, not just websites. For example, are you using an app to sign up for events? An app makes the process easier.

Look at the pieces of your business and determine how you can improve the user experience all around.