How to Reduce Friction in Your Landing Page Copy Using
Feb 15, 2024 10:42:39 GMT
Post by huangshi715 on Feb 15, 2024 10:42:39 GMT
riction has become a buzzword in the world of conversion rate optimization. We’re all looking to reduce it, but we don’t know where to start. Many of us dive headfirst into writing the copy for our landing pages without first taking the time to understand our visitors’ pain points. We lose the plot before we even get started. Visitors get frustrated. We lose out on conversions. Huge bummer. The good news is that when it comes to reducing friction on your landing page, there is a logical place to start. I’m here to key you in on an incredibly helpful theoretical tool, the Fogg Behavior Model, that will help you avoid those areas of friction in your writing and influence your landing page visitors to take action.
Ready to kick friction’s ass? Let’s start with defining friction The Oxford Senegal Email List dictionary defines friction as “The resistance that one surface or object encounters when moving over another.” When it comes to landing pages, think of it as the resistance your visitors have to completing a task. Our goal is to create elements that make it easy for visitors to take action. In terms of copy, these elements include things like: Clear and relevant value propositions Lists of benefits that match expectations Enough information to make a decision What’s the Fogg Model and how can it help me increase conversions? Dr. B.J. Fogg, a professor at Stanford University and the founder of the Persuasive Technology Lab, developed a model to explain what influences behavior.
Copywriting: Fogg Model Graph Used with the permission of Dr. BJ Fogg. According to Fogg’s model, behavior occurs with the presence of three elements: motivation, ability and triggers. When the expected behavior doesn’t take place, it means that one of the three elements is missing. For instance, you may be highly motivated to eat organic foods, but if you only have access to Burger King for meals, it will be impossible to behave accordingly. Or you may be triggered to turn on your television when you see the remote, but if the television doesn’t work, you’ll be disappointed when nothing happens.
Ready to kick friction’s ass? Let’s start with defining friction The Oxford Senegal Email List dictionary defines friction as “The resistance that one surface or object encounters when moving over another.” When it comes to landing pages, think of it as the resistance your visitors have to completing a task. Our goal is to create elements that make it easy for visitors to take action. In terms of copy, these elements include things like: Clear and relevant value propositions Lists of benefits that match expectations Enough information to make a decision What’s the Fogg Model and how can it help me increase conversions? Dr. B.J. Fogg, a professor at Stanford University and the founder of the Persuasive Technology Lab, developed a model to explain what influences behavior.
Copywriting: Fogg Model Graph Used with the permission of Dr. BJ Fogg. According to Fogg’s model, behavior occurs with the presence of three elements: motivation, ability and triggers. When the expected behavior doesn’t take place, it means that one of the three elements is missing. For instance, you may be highly motivated to eat organic foods, but if you only have access to Burger King for meals, it will be impossible to behave accordingly. Or you may be triggered to turn on your television when you see the remote, but if the television doesn’t work, you’ll be disappointed when nothing happens.