Losing Confidence: Does confidence and relevancy affect a site

by Craig Kistler on Nov 13, 2009

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Presentation given for the NEOUPA World Usability Day. ...

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.

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http://www.smallfarmdesign.com

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Losing Confidence: Does confidence and relevancy affect a site — Presentation Transcript

LOSING LOSING Does confidence & relevancy affects a site CONFIDENCE CONFIDENCE Craig Kistler November 12, 2009 World Usability Day

http://www.flickr.com/photos/lapstrake/2658665656/

LET’S TRY LET’S TRY SOMETHING SOMETHING Quick & dirty crowdsourcing study

THEORY THEORY

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 THINGS 3 THINGS That affect visitor confidence

1 Relevancy Relevant Links, Relevant Design, Relevant Content

Links & Design Reinforce Brand

Trying to Say to Much

2 Good IA Well Organized Flows, Pages and Content

Thoughtful User Flows

Irrelevant User Flows

3 Content Merchandising appropriate types of content

Grouping Content Makes Choosing Easier Easy Fit Loose Boot

Random Content Forces Users to Work Harder

NEXT NEXT Proving or Disproving the Theory of Confidence STEPS STEPS

THANK YOU THANK YOU ckistler@ag.com Twitter @ SmallFarmDesign

Losing Confidence: Does confidence and relevancy affect a site

by Craig Kistler on Nov 13, 2009

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Losing Confidence: Does confidence and relevancy affect a site — Presentation Transcript