What is a friction point and how does it affect your business in Singapore? The website design industry in Singapore has grown tremendously over the last couple of years. We have seen more businesses invest in responsive websites that give customers easy access to their products, services, and even customer care team.
As a business owner in Singapore, there are many things that you can do to encourage website visitors to make a purchase. However, if you are not careful, flaws on the website can push away potential customers. The flaws are commonly referred to as friction points. In many cases, the website developers in Singapore and business owners do not realize that they exist until A/B tests and a comprehensive website audit is done.
Simply put, friction points are the main reasons why potential customers are reluctant to move through your sales funnel.
What is a Friction Point?
Understanding what a friction point is will help you to analyze your Singapore business website and make the necessary changes. This is any variable, user behaviour trend, or variable that is holding your business back. It curtails your Singapore business sales cycle.
Before we proceed to look at the various plausible friction points, it is important to note that friction can arise from the most subtle details on your Singapore website.
Here are some of the common friction points on websites in Singapore.
Length of Landing Page
The landing page is designed for a specific purpose such as to motivate the client to purchase a product, signup to your emailing list, or contacting the support team. The length of the landing page is one of the friction points on a majority of business websites in Singapore.
By length of landing page, we mean the amount of information and content that you share with your website visitors. Friction occurs when you share too much or too little information. As a Singapore business owner who is determined to grow your business online, you need to identify a happy medium to convey the intended message to the target customers effectively.
Most Singapore marketers tend to gravitate towards the opposite ends of the spectrum. The secret to finding the right balance is by continuously carrying out A/B tests on your landing pages. In some instances, companies that sell complex products record a high conversion rate from longer landing page.
However, a long landing page does not always yield positively results, as it can scare away potential customer by making your product or offer look too complicated. On the other hand, if the landing page is too short, a section of your customers might think that your Singapore business is potentially untrustworthy or unprofessional.
How do you identify the happy medium?
One of the guaranteed ways of identifying the happy medium is by carrying out qualitative research to know what the potential customers care about when deciding to do business with your brand. Talk with customers, interview prospects, and run feedback surveys to understand your audience.
Ideally, the homepage and landing page should convey exactly what your target customers need to know about your Singapore business in the most distilled form possible. Answer the questions about issues or topics that your customers care about and distil your answers into the most straightforward and simple possible forms.
Clients who want in-depth details about the product will visit the FAQ page, case studies, knowledge centre and other sections of the website that offers additional information. They cannot locate these sections of your website if the homepage, landing pages, and site navigation is not properly optimized.
Cognitive dissonance is one of the terminologies that you will come across as you continue to venture into website design and development in Singapore.
What is cognitive dissonance?
This is a scenario where the marketing messages, ads, and landing pages do not make sense.
Keep in mind that the heart of your Singapore online marketing campaign is how the moving parts come together to ensure that the set goals are achieved. In a perfect world, everything in the campaign – themes, long-form content, images, product, and service descriptions would flow harmoniously.
However, it is challenging to connect and communicate with every audience. There is always the possibility of disconnect between the message you intended to pass and how the audience interpret it. Copying what your competitors are doing is not advisable as there are subtle details about your Singapore brand that set it apart from other companies even though you might be offering the same product or service.
What you need to understand and keep in mind always when designing your website in Singapore or creating a marketing campaign is that your brand’s tone, style, and personality is different from other companies. The values of your customer base are also different from your competitors.
The opposite of cognitive dissonance is cognitive fluency.
What is cognitive fluency?
Simply put, cognitive fluency is ensuring that your Singapore business website is easy to read and interpret. One surest way of achieving this goal is by making sure the site is fully responsive. Customers in the country and abroad should be able to access the website on multiple devices seamlessly.
Online customers in Singapore are driven or motivated to do business with a brand by their instincts. As much as we like to believe that our conscious thoughts motivate us to take a particular action, the truth is that our emotional brains have a major impact on our actions.
In most cases, logic is not enough to communicate with the target audience. You have to create an emotional bond with potential customers by appealing to their senses, instincts, and intuition. Delight is one of the important variables that you can count on to eliminate friction on your website.
Here are four simple steps that you can take to build delight for your Singapore business:
- Define your brand
- Idea storm/brainstorm
- Understand the pain points of your customers
- Keep track of everything
Customer Testimonials and Reviews
One the downside of doing business online is that customers are always sceptical about a brand and what it offers especially the first time they do business with it. This friction point often discourage a significant number of potential customers from converting especially if the content on the website does not address their questions, needs, and expectations.
You can easily ease the target customers’ fears when they land on your website for the first time and pave a path with the footsteps of customers who have visited before and made a purchase. That is, use customer testimonials and reviews to increase credibility of your assertion that the product or service you are providing is legit.
Nowadays, Singapore customers are totally independent and self-directed. By the time they land on your website, they already know what they want to buy and by the time they contact the sales representative or fill the lead generation form, they are already ready to convert.
Friction points on Singapore websites stems from frustration and confusion. In most cases, clients opt to close the tab and visit a competitor instead of spending more time to truly understand what a company offers. If you are to succeed in eliminating friction points is by keeping things simple. Your website design and content should not overload your clients.