In today’s issue we’re going to dive into a fundamental principle that drives conversion rates and fuels the success of your online business.

It's a concept called the "Law of Least Effort," and it holds the key to boosting your sales and fostering customer loyalty.

The Friction Dilemma

We all know that reducing friction leads to increased conversions, but achieving this isn't always straightforward. The Law of Least Effort is your guideline in navigating this challenge.

Understanding the Law of Least Effort

At its core, the Law of Least Effort tells us that people naturally choose the path with the least amount of effort. It's a concept deeply embedded in human behavior.

For instance, think about choosing between taking the stairs or the elevator when you need to go up a few floors. The elevator, of course, wins in most cases.

In online business, your mission is to nudge the choices your visitors make.

In other words, the easier and more convenient you make the buying process, the more sales you get.

Finding and Eliminating Friction

Friction hides in the details, at every step of your customer's journey on your website. Let's check out a few common examples:

• A cluttered homepage design

• Overly fancy fonts with poor readability

• Unclear navigation

• Low-quality product images

• Irrelevant search results

• Drop down variant selections (only to discover your size is out of stock)

• Lack of product reviews

• A lengthy checkout process

• No inline validation in forms

• Limited local payment options

The list goes on, but the key takeaway here is clear: look for friction in even the smallest details of your website and eliminate it.

Your customers will reward you with their loyalty and their dollars.

How to Tackle Friction

So, how do you go about this? Here's a simple roadmap:

1. Place frequent test orders on your website.

2. Record the entire journey using screen capture.

3. Walk through the steps as if you were a customer.

4. Actually complete the order and have it shipped to your address.

5. Document every instance of friction encountered.

6. Devote yourself to solving these friction points.

Remember that default choices can be a powerful tool for reducing friction. By making decisions for your customers, you smooth the path to conversion.

The Competitive Edge: Less Friction, More Success

In the digital landscape, offering less friction than your competitors gives you a significant advantage. It might even allow you to charge more for your products or services.

Have a great Sunday!
Erik

Whenever you’re ready, there are three ways I can help you.

1. Resource Library. Useful resources for every marketeer. Includes an E-Commerce Audit Report, Social Proof Playbook & Midjourney Masterclass.

2. Book a 1:1 Call. A No Bullshit 20 min Ask Me Anything call. If you’re facing challenges in online business, I’m happy to share my decade of experience.

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