Equations can be very easy to grasp, especially when they don’t contain numbers! A post in MarketingProfs used a simple formula to explain the barriers that can be created to web sales leads.
Conversion Rate = Desire – Friction
If the web user has a high desire/interest in a product, but there is a lot of friction in the conversion funnel, then that creates a barrier to a successful outcome. Reduce the friction and you increase likely conversions. Good stuff!
The article comes up with some useful advice on assisting navigability and analysing stats, but says nothing about responsive web design which is a key aspect in navigability. Also, while the thrust of the article is about avoiding confusion, it includes a deceptively simple looking four-square diagram that might possibly make you lose the will to live!
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