10 Simple Ways to Increase Conversions by Reducing Friction
- Only include sentences that will move your prospect forward;
- Make sure you’re talking about your prospect, not about you;
- Check your font size—less than 16px is too small;
- Don’t use reversed text: dark and light is much more readable;
- Get rid of elements that distract from the natural F-shaped eyepath—especially images;
- Don’t let any element physically interrupt the left margin;
- Use regular subheads that summarize the value proposition of their sections;
- Itemize major value points using bullets;
- Create visual interest with alternating paragraph lengths;
- Use captioned images to convey value clearly.