How to Optimize a Landing Page to Reduce Buyer Friction


When it comes to keeping your customers happy, user experience is everything.

To land more sales and keep customers coming back for more, it needs to be easy for them to make a purchase, sign up for a webinar, or convert from a lead into a client. The harder it is – or the more friction there is – the more likely your customers are to fall out of the buyer’s journey before completing their purchase.

Huge companies tend to get creative about the ways they can reduce buyer friction. Amazon, for example, has been consistently changing the way shoppers can complete a purchase. From Amazon Prime to Amazon dash buttons – and even the new Amazon Go stores – they’re coming up with revolutionary ways to reduce buyer friction.

While you may not be operating in the same league as Amazon, that doesn’t mean you don’t need to worry about buyer friction. Buyer friction can appear in a number of areas for businesses of all sizes in all industries.

One of the most common places where buyer friction may appear is in landing pages.

How to Reduce Buyer Friction in Landing Pages

Landing pages are a powerful tool for selling live events, online courses, products, and webinar registrations. However, friction can crop up quite easily throughout them. If you’re unaware of the typical ways buyer friction can appear, you may be missing out on high-quality leads.

To convert more leads through landing pages, you need to be aware of where your buyers may be experiencing friction. Let’s take a look at three common areas where buyer friction may appear in a landing page – and what you can do to eliminate it.

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1. Don’t Let Your Landing Page Get Too Long

There’s a lot of information available online, making your target audience incredibly picky about the content they choose to engage with. If a customer gets to a landing page only to be met with too much text, quotes, or images, it can push them away and prevent them from successfully purchasing or registering.

A landing page should provide all the information a customer needs to make an educated purchase. However, if you’re providing too much information, it can be overwhelming for your audience – pushing them to exit a landing page before converting.

When drafting copy for your landing page, make sure to cut the fluff. Keep your writing concise and direct, telling the customers exactly what they need and only what they need. You can even use A/B testing with landing pages of different lengths to see what works best with your target audience.

2. Develop Trust

When you create a new landing page, you know you’re offering something great. Unfortunately, your target audience won’t immediately feel the same. In order to believe that your products or services are worth their time or money, you need to prove your worth.

If the customers reaching your landing page have never purchased from you or worked with you before, they have no reason to believe your claims are accurate. Although what you’re offering may be just the solution you need, you can’t expect them to believe in you just because you believe in yourself.

On your landing page, include case studies and testimonials from past customers or clients. Showcase how you’ve helped individuals who have worked with you in the past and promise to do what you can to deliver the same results to new clients. You should also feature privacy policies and secure badges to show customers their personal information is safe with you.

3. Reduce the Number of Steps for Your Customer

Consider this scenario. You’re sponsoring Facebook advertisements to a free webinar you’re hosting. When they click to register, they’re given a popup asking for their name and email address. However, when they submit, it brings them to another registration page where they need to enter the same information again.

While entering a name and email address is simple, adding too many steps can be frustrating for customers and may even keep a few from converting. If they don’t realize they need to complete additional steps, they may register unsuccessfully, causing them to miss an event they were otherwise interested in.

Reduce the number of steps a customer needs to take to successfully convert. Make sure ad links bring the customer directly to the landing page, ensuring they only need to enter their information once to successfully sign up or make a purchase.

Creating strong landing pages is important for increasing conversions and driving more sales. With the right landing page, you can attract high-quality leads that keep coming back to your business for more. However, in order to see real results, you need to eliminate as much friction as possible.

Through optimizing your landing pages, you can see more purchases or sign-ups and start nurturing clients and customers to become long-term investors in your business.

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About The Author

Carl Taylor

Carl Taylor is the Founder & CEO of Automation Agency. For the past 10 years Carl has been building businesses and marketing them online through the use of Sales Funnels, Email Marketing Automation, Landing Pages, and Wordpress Websites. Carl is also a #1 author and highly sought after speaker and consultant whose work has impacted thousands of businesses across various industries worldwide.