Friction

In UX design, “Friction” is what we use to describe all the little things that get in the way of a user taking the action we want them to take. We could write a book on all the ways to tackle this, and many smart people already have (see the link below).

For this edition of our newsletter we share some practical tips for reducing friction that you can implement today and help increase conversions.

We’ll focus mainly on e-commerce conversions since most of our lead-gen efforts are pretty smooth already.

1. Simplify Credit Card Input

One of my biggest bugbears is credit card forms that ask for the card type. There’s simply no need for it, and selecting the card type from a drop-down menu, especially on mobile devices adds unnecessary actions to the checkout process.

Check out the example below, the actions are clear to the user and the room for error is greatly reduced.


This can be implemented in OPIUM relatively easily, and will help smooth your checkout process.

2. One-step Vs Two-step Checkout

Research has shown that contrary to popular belief, the number of steps in a checkout process is less of a factor than the number of fields to fill out.

The trick is to keep the number of fields to a minimum. Stick to the rule of 7, if you go over 7 items to fill out it’s too complex. If you really need to collect that information you’re better off splitting the process into multiple steps. Just make sure to tell the user where they are, and how many steps they’re going to have to follow.

3. Only ask for what you need

It’s 2017 and including a fax number field in your checkout form is not just redundant, it’s suppressing conversions. The same goes for home phone & mobile number. If you don’t need┬áboth of those numbers, don’t ask for them.

4. Place the cursor where you want the user to start

It’s a simple thing… if you want the user to fill out an order form then help him get started. Put the cursor in the first field on the form, make sure your tab indexes are set so when they tab through the form, it places the cursor in the next field. This is a simple code change that can make life easier on your customers.

Want to Learn More?

I hope this has got you thinking about the UX of your order forms, and if you’d like to read more about it Don’t Make Me Think by Steve Krug is a great book to check out.

Remember, always test your UX changes just like you would your copy. You’d be surprised how users will interact with things in ways you don’t expect.

UX consulting is a growing part of our business here at Threefold, if it’s something you’d like to know more about we’re always happy to talk.