Losing Confidence: Does confidence and relevancy affect a site

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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

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

THANK YOU

THANK YOU

ckistler@ag.com Twitter @SmallFarmDesign