In a recent article published by UX and online behavior guru Jakob Nielsen, he and his team revisited the topic of "banner ad blindness", which is the well known and frequently observed tendency of people to not only avoid ads but also anything that looks like them. The new study (April 2018) highlighted new findings and live user observations concluding that what was observed in the past is actually increasing dramatically now--people hate banner ads and avoid them like the plague. Curiosity getting the better of me, I researched other sources... Read More on the Subject
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Audit is a terrible word. It bring images of dark suits descending down long corridors with warrants. But the dreaded audit is an essential step any User Experience Architect must take. Whether it’s redesigning a website or starting from scratch, you need start by assessing what’s available, need’s improvement or just plain missing. It sounds crazy but I enjoy the auditing part of my job. It’s a bit like looking all the pieces to a puzzle before you start solving... Read More on the Subject
Imagine walking into a open air market and there are three carts selling leather boots. Two of them have signs that said “Fine Leather Boots $99.99” and “Premium Leather Boots $79.99”. The third cart says “Superior Leather Boots - See Me Around Back for a Price”. Which cart are you going to approach first? The same scenario is happening in e-commerce as manufacturers try to enforce "Minimum Advertised Price" or MAP across online retailers. Instead of listing a price, they... Read More on the Subject
We often think that choice is a good thing for customers. Yet behavioral studies show that more choice leads to less action. A single, simplified call-to-action not only spurs more action but grabs more attention. Giving customers too many choices can start a psychological process known as "Overchoice". People become overwhelmed by calculating all the possible outcomes of their decision. Rather than making a decision, they will often end up leaving. To avoid Overchoice, we need to take a careful... Read More on the Subject
Users don't read (at first) They scroll and scan for hints in headings, keywords and images. Only when they have found that right word or phrase are they more likely to begin reading. Pages that over communicate with long text prevent scanning but also decrease comprehension. Instead of reading, they are leaving. How to draw their attention So what can you do to draw a visitor's attention? Infuse structure into your page by using sub headers Breakup long text into shorter paragraphs and lists... Read More on the Subject