The Friction on Your Website is Costing You. Here’s How Much.

By Sarah Frazier

The domination of digital started long before the recent push towards remote work.

The slow death of brick-and-mortar, and the rise of eCommerce giants like Amazon, feel like old news now.

But as more industries struggle with the new reality of moving almost entirely online, there’s a renewed push for companies to optimize their channels and focus on delivering a frictionless online experience.

For those of us fortunate enough to be able to make this shift to online business, there’s perhaps no better place to start than your own website.

There are a lot of things to consider when talking about website performance. But it all comes back to one thing: the buyer and customer experience.

But how much is a bad web experience costing you, really?

We wanted to find out.

So we dug into the benchmarks and defined what a GOOD experience looks like. Then, we put a calculator behind the benchmarks we gathered from our customers.

The result? The Conversion Rate Calculator.

Originally built to help our buyers and customers understand just how much money they were leaving on the table with their current website, we’re now sharing it with the world.

Read on to find out more about this new digital marketing tool, why bad online experiences are causing friction for your buyers (and you), and what you can do to fix it.

Here’s Why Your Website Experience Costing You

The typical buyer journey looks a little something like this ?

That’s…a lot of steps. And why?

92% of B2B purchases start through an online search. When a buyer arrives on your site, they want to do one or more of the following things:

  • Research your brand, products or services
  • Access an offer or piece of content
  • Talk with someone from your company

If we look at the buyer’s journey illustration again, we see that nothing about that journey makes it easy for buyers to do these three things.

And that’s the crux of the problem…

Marketers have introduced friction into the buyer’s journey. Not only for their buyers, but for their company too. Our VP of Demand Gen, Kate Adam’s wrote a book called The MQL is Dead.

In that book, she showed that even our internal processes are failing us. Why? Because we’re making it harder to connect buyers with sales.

And, according to a study by Lead Connect, 81% of today’s buyers will not fill out your form. That means for all that traffic you’ve paid for, and all those multi-channel campaigns you created to get people to your site, only 19% of those people actually stick around.

So, our forms and internal processes are failing us. What can we do to fix this now?

Here’s What You Can Do About it

If you’re looking to reinvent and reinvest your budget to improve the journey for your buyers, there are three steps you need to take to get started.

  1. Build a business case for change. To remove the friction in your buyer’s journey you need to prove that there’s friction at all. And numbers are a great motivator. So, start by using the Conversion Rate Calculator to see how much money you’re losing.
  2. Map out your website buyer journey. Find all the points of potential friction on your website. Determine how much of your budget is spent driving people to these places.
  3. Remove the roadblocks and create more direct lines to sales. Start building your conversational marketing blueprint, and see how you can create more conversations with buyers today.

To start building your business case, you’ll need some baseline benchmarks. With the Conversion Rate Calculator, you can get those numbers and then talk directly with experts on how best to tackle steps two and three.

Ready to find out how much money your website is leaving on the table? Get started here or by clicking the image below 👇