Author Topic: Never underestimate confusion/laziness/habit  (Read 9480 times)

ergophobe

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Never underestimate confusion/laziness/habit
« on: February 10, 2011, 06:37:03 PM »
This is an older article, but I just discovered it (form 2009) - 50,000 users cancel Firefox installs everyday and in 42% of the cases it's because they're too confused to continue.

http://www.tgdaily.com/software-features/41972-emerging-battlefield-browser-installers

It reminds me of a recent event. I added something to an ecommerce backend to make it easier on the shippers. Essentially it amounted to shortcuts to several different views to orders. I also accidentally bumped the link down the menu.

So the menu was
- orders
- customers
- something else

It became
- customers
- something else
- orders
  - view active orders
  - view all orders
  - create new order
  - a couple more


Next morning, I have an email: "Showed up to work today planning to get the day's orders out. Not going to happen. When I went to the site, all I can get is a list of customers. No order data. Something you did last night wiped out all the order data on the site."

Ouch!

Here I was going under the assumption that he was READING the menu items and looking for the one that said ORDERS but in fact he had been taught to click the TOP one and paid no attention to what it said.

Anyway.... just musing.

4Eyes

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Re: Never underestimate confusion/laziness/habit
« Reply #1 on: February 10, 2011, 07:34:54 PM »
Totally agree with you

We have seen conversion improvements from changes that could logically only have benefited people of too low intelligence to have enough money to buy anything.


It's the 'don't make me think' principle I guess.

The addition or removal of anything that requires even a millisecond of avoidable thought, affects the bottom line.

ergophobe

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Re: Never underestimate confusion/laziness/habit
« Reply #2 on: February 10, 2011, 11:48:56 PM »
Honestly, I don't think it's intelligence. The persons in question who had trouble with my site are a mechanical engineer and a PhD in science. It's more a question of habit, patience, attention span.

It's like you never rearrange the furniture on a blind person.

It's just that as interface users we see but don't look as Sherlock Holmes would say.

4Eyes

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Re: Never underestimate confusion/laziness/habit
« Reply #3 on: February 11, 2011, 12:01:53 AM »
Sorry - didn't make myself clear - I was trying to make the point that it WASN'T due to intelligence, as nobody would have thought the changes we made could possibly have mattered to anyone intelligent enough to have money and use a computer - but they did make a difference to conversions.

It was just the irritation at having to switch off autopilot and 'think' - even if only for a millisecond - that affected conversions.

The 'don't make me think' bit is a reference to:
Quote
Don't Make Me Think!: A Common Sense Approach to Web Usability by Steve Krug
.... a book well worth reading

inbound

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Re: Never underestimate confusion/laziness/habit
« Reply #4 on: February 15, 2011, 07:18:46 PM »
This principle applies to lots of things and it's good to remind ourselves of that from time to time.

People tend not to want to change things unless some big motivation comes along - that inertia applies to who they pay for utilities, where they go out, what hobbies they have all the way through to browser choice, search engine choice, how they use the internet. I'd almost sayit's laziness, but I guess it's a by-product of a time-poor society and a lack of imagination/adventure.

ergophobe

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Re: Never underestimate confusion/laziness/habit
« Reply #5 on: February 15, 2011, 08:00:31 PM »
Actually, I regret the term "laziness" in the subject line. I was just dumbstruck at the time. But when we start thinking of customers as "lazy" we've already put ourselves in a place where we start thinking the world should just suck it up and learn our suddenly "broken" system. It's usually easier (and more profitable) to change the system than to hope to change the customer.

I remember a few years ago working and working on this prototype interface. I was so proud. Before unleashing it, I decided to do the most basic usability test: have my very tech-savvy wife test it. She opened the page in a browser and within 2 seconds, I realized my work of genius was fatally broken. It was that hesitation where she did nothing for 1-2 seconds (which is very long). I realized instantly that it needed a ground-up redesign.

In general, in life, auto-pilot serves us well and frees us up for other tasks. So I can, say, drive a car with it's very simple and consistent interface and let my mind wandering to various creative and problem-solving tasks. If someone switched the gas and the brake, I'd likely kill myself and others and have to concentrate to the exclusion of all else until I got used to. So I'd lose the efficiency that a consistent interface gives me.

On the home front, I moved the trash can in the kitchen from under the sink, to in a closet six months ago, but I'll be damned if I don't open the cabinet by the sink 20% of the time still. But as I say, that is not yet laziness. Laziness is when you open the cabinet under the sink, see the garbage can isn't there anymore, and throw the trash in anyway in hopes someone else will clean it up ;-) That's also a phase known as "pre-divorce".

4Eyes

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Re: Never underestimate confusion/laziness/habit
« Reply #6 on: February 15, 2011, 09:43:38 PM »
Quote
If someone switched the gas and the brake, I'd likely kill myself

... thats a great analogy - using the internet is very much like driving a car - make your website into the equivalent of driving an automatic down an empty motorway, not driving a Ford model T though a busy council estate with speed bumps.   

Rupert

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Re: Never underestimate confusion/laziness/habit
« Reply #7 on: February 23, 2011, 01:13:42 PM »
This thread scares me.  I am going to re read "Don't make me think"
I sell a complex product, and try to make it as simple as possible, but with every new "invention" on how to sell, I make it a little more complex.  

... Make sure you live before you die.

ergophobe

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Re: Never underestimate confusion/laziness/habit
« Reply #8 on: February 25, 2011, 08:33:10 PM »
My apologies if this thread made you think ;-)

More seriously, I haven't looked at that book in a long time and I don't know as there's a lot to get out of a book once you've got some basic concepts. And I would say the fundamental concept is always the same: TEST

Rupert

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Re: Never underestimate confusion/laziness/habit
« Reply #9 on: February 25, 2011, 09:40:12 PM »
Ah, yes it makes me think :)
.... but sometimes I do not have enough traffic to test everything, and be statistically accurate!

I was discussing with my programmer all the things we have for repeat visitors, that might put off new visitors today.  The only way to find out is to switch them on and off.   

The trouble is, and can ave a 100% conversion rate change just because the weather changes, so I have to turn it on, then off, then on the off.

Or take a peek at what others do and make a reasoned decision, before moving onto the next....
... Make sure you live before you die.

ergophobe

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Re: Never underestimate confusion/laziness/habit
« Reply #10 on: February 25, 2011, 09:48:35 PM »
I was thinking of small usability tests, which only need a couple of people, but I guess if you're going to do conversion rate  optimization you need big numbers. I definitely appreciate that problem - it would describe everything I have that sells something!

Gurtie

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Re: Never underestimate confusion/laziness/habit
« Reply #11 on: February 26, 2011, 08:12:20 AM »
Rupert, can you provide a 'switch this feature off' or 'don't show me this again' option next to some of your features? (or switch it on, I guess, depending on how many people actually use them).

Features on websites are all a bit Mary-Portas I feel - you know that thing where you *want* to offer awesome customer service and it makes sense in theory but actually you know half the people in your store don't give a rats arse and just want to be left alone.

I guess unless you can offer two stores with the same product but different propositions or you can pursuade Jason to tweak Pzyche to detect if new visitors like features or not, then it's always going to be a problem....


4Eyes

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Re: Never underestimate confusion/laziness/habit
« Reply #12 on: February 26, 2011, 02:54:37 PM »
I remember a few years ago, 'Richer Sounds', a discount HiFi retailer, had a roll of stickers on a stand near the door - the sticker read 'Please Don't Jump On Me' - if you wore one your lapel, the sales staff would leave you alone to browse in peace.

Nice idea - don't think it lasted long, but then I haven't been back there sincs my HIFI moved past the 'budget' level, so maybe they still use it.

Rooftop

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Re: Never underestimate confusion/laziness/habit
« Reply #13 on: February 28, 2011, 09:17:17 AM »
When Richer Sounds trialled the "please jump on me" versions, it led to some unfortunate incidents when people forget to remove them as they left the store. ;)

"Switching on an off" has never worked well for us.  The results look interesting until you realise that they tell you nothing.  You might see a pretty convincing up turn, then someone mentions the weather, VAT rate changes, seasonal fluctuations, pay days, a positive news story and forty other factors and it all gets a bit fuzzy. 

Simple split tests of large changes has worked best for us on sites that aren't manic.  Google website optimiser is probably the easiest to get started with on most sites, although there are some things you can't test easily with it. 

It's worked quite well on some sites.  The problem we have is persuading clients to stump up for the work.

Rupert

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Re: Never underestimate confusion/laziness/habit
« Reply #14 on: March 01, 2011, 02:39:36 PM »
Well yes, I can turn them on and off, or even do split tests, and the reality is I need to.

I think I have them placed so that customers only see them if they are looking for them, (Below the basket button).

I actually had someone write to say what a pleasure it was to shop on my site, so there must be something right, but not many use the

"Tell a friend"  "Save for later" .... but I only need one to use it and buy :)
... Make sure you live before you die.