What anxiety is: one of the factors that affects conversion. It’s anything that causes worry for your customer in your conversion path. It might be a privacy concern, a question about the legitimacy of the site, or anything else that makes your potential customer anxious.
What anxiety is not: a great thing to have. We want to reduce as much anxiety as possible!
Why we care about anxiety: Anxiety is a controllable factor in the experience you give to your customer at your website. If you can reduce anxiety as much as possible, there’s less of a chance of them hitting that back button or closing the browser and more of a chance of a completed sale.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.