The Optimism Bias, or don’t believe satisfaction surveys
We need to move to an evidence-based model of understanding people’s needs based on what they actually do, not what they say they do.
The lady had just finished trying to complete 15 tasks on the website. “What did you think of the website,” the organizer asked her.
“It was great,” she replied effusively. “I really liked […]
Help people do things, don’t keep them on webpages.
Your objective should be to reduce the amount of time customers have to spend on your website.
A recent Jakob Nielsen article states that, “Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer.”
“The average page visit lasts a little less than […]
If you want to hide it, emphasize it
On a website, lines are like walls, boxes are like closed buildings and anything constructed to catch the eye is perceived as a marketing trap.
I once dealt with a large product company that had a huge banner advertisement taking up half its homepage. It was getting less than 1 percent of clicks. Another company I […]
Top Tasks Management for UK councils
“The design of the website should be focused on top tasks. No longer should organisations aim for the most comprehensive website possible. Less is better!”
This statement comes from Socitm, the membership association for ICT management with members from 98% of all UK local authorities. This is a big shift in government website thinking. I remember […]
