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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.

Published in: Design, Technology

Losing Confidence: Does confidence and relevancy affect a site

  1. 1. LOSING LOSING Does confidence & relevancy affects a site CONFIDENCE CONFIDENCE Craig Kistler November 12, 2009 World Usability Day
  2. 2. http://www.flickr.com/photos/lapstrake/2658665656/
  3. 3. LET’S TRY LET’S TRY SOMETHING SOMETHING Quick & dirty crowdsourcing study
  4. 8. THEORY THEORY
  5. 9. Send Exit Confidence Level High Confidence Low Confidence Fairly high confidence level starting off
  6. 10. Send Exit Confidence Level High Confidence Low Confidence Closer to completing goal adds confidence
  7. 11. Send Exit Confidence Level High Confidence Low Confidence Further from completing goal reduces confidence
  8. 12. 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.
  9. 13. 3 THINGS 3 THINGS That affect visitor confidence
  10. 14. 1 Relevancy Relevant Links, Relevant Design, Relevant Content
  11. 15. Links & Design Reinforce Brand
  12. 16. Trying to Say to Much
  13. 17. 2 Good IA Well Organized Flows, Pages and Content
  14. 18. Thoughtful User Flows
  15. 19. Irrelevant User Flows
  16. 20. 3 Content Merchandising appropriate types of content
  17. 21. Grouping Content Makes Choosing Easier Easy Fit Loose Boot
  18. 22. Random Content Forces Users to Work Harder
  19. 23. NEXT NEXT Proving or Disproving the Theory of Confidence STEPS STEPS
  20. 24. THANK YOU THANK YOU ckistler@ag.com Twitter @ SmallFarmDesign

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