User Experience Myth Or Truth: The Three-Click Or Tap Rule.
Just ran across this article again and thought it was worth a re-share. It’s a very good primer on why the three-click rule is mostly bunk.
What the article doesn’t go into is something that can’t be solved here either and that’s the amount of content that so many organizations insist on loading into their websites. It bogs down SEO, it slows down effective IA and it makes effective UX almost nonexistent.
Think about what pages of your website get the least attention. Yes, the LEAST attention. Now, ask why you have them. Is there a reason to keep an enormous section of your site up and running that no one has visited in the last six months?
There you go. Today’s ponderable.
This is a really good article from Luke Richards on eConsultancy about the astonishing rise of ad blockers.
The latest data published by PageFair really puts into perspective just how fast the ad blocking market is growing, with the global use of ad blockers being up 41% (to 198m) between Q2 2014 and Q2 2015.
It’s something that you shouldn’t ignore, especially if you are reliant on online advertising as a revenue generator. And it’s very important to understand the user mindset, too. In the UK, generally people use ad blockers because they feel that their browsing experience is slowed down by ads, but in the US, its about privacy and use of personal data. That’s an important distinction and one that deserves some pondering by marketers.
P.S. – If you ever have a chance to sit down with someone in the business of selling online advertising, ask about what statistics they can get. If they are good, they can basically tell you all of your browsing habits, your address and your age. Unless you’re sloppy, they can’t tell your name, but they probably know what you’re eating for breakfast. Orwellian enough for you on Halloween??
H/T Gerry McGovern
From the latest New Thinking:
People are avoiding advertising like the plague. You are as likely to get hit by lightning as you are to click on a banner ad. [emphasis added] And what’s the response of the advertising industry? Native advertising, which is advertising that does its very best to fool the customer into thinking it’s not advertising.
Blind trust is gone. And gone with it are the traditional models of advertising, marketing and communication. Today, we trust in use. Social media is not me and my brands. It’s me and my friends.
I don’t get how people in the industry don’t understand this. I guess that’s why people are pouring money into advertising at astonishing levels and wondering why the needle doesn’t move. *sigh* For the record, I’m no Johnny-Come-Lately to this; I was telling people to stop most advertising spending in the ’90s. They looked at me crooked then; they look askance today, but, like the old saw goes, “they laughed at Edison, too.”
This goes straight on the list of Best Things Ever:
The UX Drinking Game
H/T to Patrick Neeman (@usabilitycounts) who runs a website of the same name and the UX Drinking Game.
It’s hours of fun, this; but it also serves as a cautionary tale that you shouldn’t expect the people that you work for — or the people who demand what a site should look like — know anything about usability.
Or what users need.
Or how to deliver that information to them.
This is important stuff. I mean, it’s not brain surgery, but it may mean the difference of people liking your product/service/institution and being completely frustrated by you and turning to someone else. It’s all about the money, honey, so remove your ego [and your organizational ego] from the mix and let the UX folks do what needs to be done.