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LOSINGLOSING Does confidence & relevancy affects a site
CONFIDENCECONFIDENCE
Craig Kistler November 12, 2009 World Usability Day
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http://www.flickr.com/photos/lapstrake/2658665656/
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LET’S TRYLET’S TRY
SOMETHINGSOMETHINGQuick & dirty crowdsourcing study
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THEORYTHEORY
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Send
Exit
Confidence Level
High Confidence
Low Confidence
Fairly high confidence level starting off
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Send
Exit
Confidence Level
High Confidence
Low Confidence
Closer to completing goal adds confidence
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Send
Exit
Confidence Level
High Confidence
Low Confidence
Further from completing goal
reduces confidence
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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.
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3 THINGS3 THINGSThat affect visitor confidence
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1 Relevancy Relevant Links, Relevant Design, Relevant Content
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Links & Design Reinforce Brand H
IGH
CO
NFID
EN
CE
HIG
HC
ON
FID
EN
CE
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Trying to Say to MuchLO
WC
ON
FID
EN
CE
LO
WC
ON
FID
EN
CE
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2 Good IA Well Organized Flows, Pages and Content
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Thoughtful User Flows
DisplayGalleryHome Store Department
HIG
HC
ON
FID
EN
CE
HIG
HC
ON
FID
EN
CE
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Irrelevant User Flows
DisplayGalleryHome Store Department
LO
WC
ON
FID
EN
CE
LO
WC
ON
FID
EN
CE
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3 ContentMerchandising appropriate types of content
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Grouping Content Makes Choosing Easier
Easy Fit
Loose
Boot
HIG
HC
ON
FID
EN
CE
HIG
HC
ON
FID
EN
CE
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Random Content Forces Users to Work Harder
LO
WC
ON
FID
EN
CE
LO
WC
ON
FID
EN
CE
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NEXTNEXTProving or Disproving the Theory of Confidence
STEPSSTEPS