Jeff (Jeff For Local Marketing) explains how high friction in lead capture (e.g., requiring an extensive form to get a free widget) increases user resistance and reduces conversions. He recommends minimizing required information—often asking only for an email address—to lower friction and improve acquisition from ads.
Let's say, for instance, I'm giving away, you know, some free widget. And to get that widget, all they have to do is click the button and they love it because it's going to change their life. Well, they click on the, on the button to get the free widget and then they have to fill out an extensive form that I'm gathering their information in exchange for that free widget. Well, we might see that the friction on this is really high. In other words, resistance. I'm not willing to give you that much information to get this free widget. Well, when we see that, what we'll do is we'll say, okay, let's adjust that. What if we reduce the number of questions we ask? And that's why so often you'll see, hey, I'm just looking for your email address. That's all I want. That is the least amount of resistance that I can put in front of that traffic to still get their email address because they realize, hey, I have to have this email address because I have to download or I have to.
