fric·tion /ˈfrikSH(ə)n/ noun — the resistance that one surface or object encounters when moving over another
Friction is everywhere on the internet. It can’t be seen but it sure can be felt. Website friction is anything that gets in the way of a user achieving a desired outcome, usually ending in frustration! Whether there are too many things screaming for one’s attention or important information being hard to find, we have all felt this in one way or another. There are several things that contribute to having friction on your website. Here are three ways to reduce friction on your website.
1. Reducing Click Counts
Have you ever figured how many clicks it takes to navigate around your site? Chances are you haven’t given any thought to it – until now. Navigating around a website is all about the user experience. In today’s world, people have been accustomed to the convenient nature of their browsing experience. They want things fast.
Think about how you can give your users information they need in the least amount of steps possible. A good way to reduce friction is to have a friend navigate your site and provide their feedback on how long it takes to find content. Reducing friction in this area could also reduce the risk of losing potential business.
2. Making Content More Readable
Besides reducing the click counts on your site, another way to reduce friction is to make sure your content is readable. Having good, solid content is one of the keys to being found on search engines. However, a user’s attention span will send them elsewhere if information takes too long to find and isn’t easy to read.
Ways to improve the readability of your site:
- Correct grammar and spelling
- Avoiding long paragraphs
- All content is relevant to the page topic
- Having clearly laid-out sections for content
- Using images to emphasize topic
3. Having Too Many Decisions
Ever been to a restaurant, such as Cheesecake Factory, where the menu provides a nearly overwhelming list of food options? Too many choices actually make it harder for users to make a choice. Having a plethora of choices isn’t always better. Decision fatigue is never fun and should never be something a user experiences on your website. Think of all the different ways you are asking your users to make a decision and reduce it. Simplify the way you present your content and provide your users with an easier decision-making process and it will help reduce friction on your website.
Ask yourself, “Is my website as easy to use as it could be?” If not, we should talk.
Let’s Talk!
