How To Prevent Friction In Web Design

 

Friction in Web Design

 

Ever heard of the term friction in website design? This is a term used by designers to lightly describe anything that may prevent web users from accomplishing their goals. Elements in a website that create friction can hinder conversions, increase bounce rate and contribute to low search rankings. It creates a poor user experience and compromises interactions making navigation complicated or confusing. When you take steps to reduce the website’s friction, you give users better interactions and encourage them to spend more time on your website. This means getting rid of friction will make users take action and increase your website conversion rates.

Signs that there’ friction in your website include:

– Slow loading times

– Poor navigation

– Distracting visual elements

– A clutters UI

– Inconsistencies in color/design elements

– Unnecessary CTAs

– Confusing functions/elements

 

When Is Friction Good?

In some cases, having certain kinds of friction on your web page can be a good thing. For instance, you may have a complex element on your page to prevent the web visitor from making a decision that will have serious consequences such as deleting their account permanently. You can also use friction to educate users such as gaming websites where users move from beginner to advanced stages. However, in most web design projects, getting rid of friction should be your main goal.

 

How To Make Your Website Frictionless

 

Reduce the steps needed to take an action

Whether it’s the buying process or a signup form, you need to make the steps as simple as possible in order to prevent users from clicking away. If the process needs to have many steps, you can still simplify this by using checkboxes instead of having the user to type information or you can consolidate multiple steps into one.

Cut down on unnecessary elements

The term less is more has been applied to web design more than anything. A good Chicago website design company will help you get rid of any unnecessary elements on your site and prioritize on what helps you to meet user’s expectations. Don’t come across many cool features and have a desire to use all of them at once. You could end up complicating things and this is ultimately bad for the user and your brand.

Proper navigation is key

Clear navigation is important if you want to create a frictionless website. Always take time to learn what works for your site and users. Test how people access content on your website and use the findings to settle for navigation that is suitable for your users.

Organize content into chunks

When you break down content into chunks on your web pages, they become easy to consume and make the page more organized. This will eventually help reduce bounce rate by keeping users on your site for longer and improving user attention.

Avoid unfamiliar UI elements

Users don’t want to learn how your website works. That’s why it’s always a good practice to use UI elements that people are familiar with. For instance, you can use a magnifying glass icon on the search bar which most users already know.