Losing Confidence: Does confidence and relevancy affect a site
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LOSING LOSING Does confidence & relevancy affects a site CONFIDENCE CONFIDENCE Craig Kistler November 12, 2009 World Usability Day
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Presentation given for the NEOUPA World Usability Day. Does visitor confidence and content relevancy make a site more successful? I'll make the case that visitors can very quickly lose confidence in a site causing them to become frustrated and leave.
Transcript of Losing Confidence: Does confidence and relevancy affect a site
LOSINGLOSING Does confidence & relevancy affects a site
CONFIDENCECONFIDENCE
Craig Kistler November 12, 2009 World Usability Day
http://www.flickr.com/photos/lapstrake/2658665656/
LET’S TRYLET’S TRY
SOMETHINGSOMETHINGQuick & dirty crowdsourcing study
THEORYTHEORY
Send
Exit
Confidence Level
High Confidence
Low Confidence
Fairly high confidence level starting off
Send
Exit
Confidence Level
High Confidence
Low Confidence
Closer to completing goal adds confidence
Send
Exit
Confidence Level
High Confidence
Low Confidence
Further from completing goal
reduces confidence
Jared Spool Founder, User Interface Engineering
“
”
We were amazed when we discovered
the answers from the first three clicks
strongly predicted whether the user would
eventually succeed or fail, even if the
clickstream was 15 or 20 clicks long… As
soon as the confidence values
dropped, so did the chances of the
users finding their desired content.
3 THINGS3 THINGSThat affect visitor confidence
1 Relevancy Relevant Links, Relevant Design, Relevant Content
Links & Design Reinforce Brand H
IGH
CO
NFID
EN
CE
HIG
HC
ON
FID
EN
CE
Trying to Say to MuchLO
WC
ON
FID
EN
CE
LO
WC
ON
FID
EN
CE
2 Good IA Well Organized Flows, Pages and Content
Thoughtful User Flows
DisplayGalleryHome Store Department
HIG
HC
ON
FID
EN
CE
HIG
HC
ON
FID
EN
CE
Irrelevant User Flows
DisplayGalleryHome Store Department
LO
WC
ON
FID
EN
CE
LO
WC
ON
FID
EN
CE
3 ContentMerchandising appropriate types of content
Grouping Content Makes Choosing Easier
Easy Fit
Loose
Boot
HIG
HC
ON
FID
EN
CE
HIG
HC
ON
FID
EN
CE
Random Content Forces Users to Work Harder
LO
WC
ON
FID
EN
CE
LO
WC
ON
FID
EN
CE
NEXTNEXTProving or Disproving the Theory of Confidence
STEPSSTEPS
