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.
McCambley stresses that the Web is about doing things, and that the mobile Web is even more task-focused. He quotes Googles Eric Schmidt, then with Sun Microsystems, who said way back in 1998 that “Customer service is the killer app of the Web.” So true. According to McCambley, “Brands such as Google, Zappos, Amazon, eBay, and others win because they ask “How can I help you?” instead of “What can I sell you?”
via gerrymcgovern – NEW THINKING: Busy people need help, not interruptions.
Oh, Good Lord, yes. A thousand times, yes.
Every time a New Thinking comes out, I’m reinvigorated. It’s like a little bit of validation from a far-off Irishman who does not know me, but who reads my mind and tells me that I’m not crazy!!
“Simplicity should be to self-service as chocolate is to joy or sadness is to taxes.”
That’s how Gerry McGovern begins his latest New Thinking missive.
And here’s how he ends it: “Organizations are making life easy for themselves and miserable for their customers.”
Gerry McGovern. Image: ux-lx.com
Think about that statement when you look at your own website. Think about that when you visit a competitor’s website or your healthcare provider’s website or your cell or internet provider’s site. Think about that the next time you have cause to visit a college or university website or a big box retailer’s site. Or, and this is a big one: think about that the next time you have to apply for a job online.
Organizations big and small are making their websites work for THEM and not for YOU, the user. It’s maddening and frustrating and ultimately, I fear, most of us have given up. “This is just the way it is,” we’ll sigh and go on to the next thing.
But here’s my thought: it doesn’t have to be that way. A few simple fixes — simple for the user, not so simple for the implementer, especially if they have to convince senior management first — and you can make your site stand out from the crowd because your site visitors can actually get something done. And that’s a real step forward.
The leaked New York Times innovation report is one of the key documents of this media age » Nieman Journalism Lab.
This is essential reading for those looking at digital solutions to information dissemination. This Nieman article outlines some of the key takeaways from the leaked report, but if you are really into this (read: geek, like me) then you’ll want to download the PDF and read the whole thing.
The biggest thing I take from this is — and this is no surprise — if top management is not going to agitate for change, or at least back up the communications leaders who are trying to affect the change, well, stop hitting your head against the wall, babies, ’cause it ain’t gonna happen.
PS — Search out the Customer Carewords international report on web management from 2013 (he thinks, guessing off the top of his head) where they reveal that worldwide the single biggest deterrent to innovation on the web is senior management.
How LinkedIn Is Thwarting Your Job Search | Next Avenue.
This is an important article, especially for those who are using LinkedIn as a part of their job search.
It’s also a very important lesson in how too much is really too much, sometimes. It’s also a lesson in how people don’t think through their actions, even when those people are ones that you would think should know better.
It’s called strategic planning and, frankly, not a lot of people are any good at it.
And that, constant reader, is what keeps me in business!
(Listen to Ms. Sapolin — if you’re looking for work, turn those damn annoying notifications off!)
What should every marketer be doing first right now?
Gerry McGovern answers, “Observing your customer trying to complete a real task on your website.”
via Content is not the strategy, the task is.
This is fairly compact interview, but any interview with Gerry McGovern is filled with useful information. This one is no exception.
Just listen to him. And think.
What content farms teach us about content | Gerry McGovern.
Content is not an end on the Web. Content is an enabler. You make money off what content enables people to do. You make the content free and you make your living off what people do with your content.
This is a great piece (they all are) from McGovern. A few years back, “content farms” were exploding all over the Web, but now their ranks are shrinking and people are looking for better content.
Better content? Yeah, that’s the trick. When “content farmers” found that their content was better, people were not clicking through to the ads that sponsored it. Does that shock you? Not me.
As McGovern says, content should enable you to do something else. Good content should be focused on getting you to buy/click/etc, not on being content for content’s sake — that’s called filler and it bores people.