http://danzarrella.com/inertia-friction-and-conversion.html DanZarrella.com, Social & Viral Marketing Scientist Tue, 07 Feb 2012 18:12:36 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://danzarrella.com/inertia-friction-and-conversion.html/comment-page-1#comment-174 Friction, Inertia and Social Media Optimization » Dan Zarrella Thu, 07 Sep 2006 14:38:36 +0000 http://danzarrella.com/inertia-friction-and-conversion.html#comment-174 [...] The old what makes an idea viral issues apply here and like other web usability problems they can be broken down into two camps: friction-reduction and inertia-generation. Just like in real world physics any movement towards an action, funnel or goal needs a certain amount of user intrest energy (inertia) to overcome the hassle (friction) associated with completing the tasks needed to accomplish the goal. A huge information squeeze page, with tons of required fields is a lot of friction and unless the user really wants to get at what on the other side of the wall they probably won’t want fill it all out. By pre-selling the destination to the user and making it as easy as possible for them to get to it, you’ll increase the percentage of viewers who do. [...] [...] The old what makes an idea viral issues apply here and like other web usability problems they can be broken down into two camps: friction-reduction and inertia-generation. Just like in real world physics any movement towards an action, funnel or goal needs a certain amount of user intrest energy (inertia) to overcome the hassle (friction) associated with completing the tasks needed to accomplish the goal. A huge information squeeze page, with tons of required fields is a lot of friction and unless the user really wants to get at what on the other side of the wall they probably won’t want fill it all out. By pre-selling the destination to the user and making it as easy as possible for them to get to it, you’ll increase the percentage of viewers who do. [...]

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