35. Cognitive overload “What does this all mean?” Time investment: “How long is this going to take?” Users start an activity, e.g. Apply for a job Disorientation: “How do I proceed?” Fatigue “This is tiring” A reduced number complete the activity they set out to do Drop-outs
36. Example: Convincing applicants to publish CVs This page shown after a job application. A natural place to leave the site. One of the highest value actions they can do here is publish their CV. We tested 4 different versions of this upsell (highlighted)
37. Clickthrough Uplift: -4% a b Control Condition c Clickthrough Uplift: 8.3% Clickthrough Uplift: 12.5% d
38. 50% Increase in applications per user visit 30% Increase in job views per user visit Guardian Jobs 40% Increase in user visits Source: comScore Sept07, ABCe Sept 07, HBX Sept 07-Jan 08
39. 68% Increase in Applications 24 Websites launched in 10 months Haymarket: thirdsectorjobs 50% Reduction in cost Per acquisition Sources: thirdsectorjobs.co.uk stats Jan-Jul 08, generated through Hitbox
42. Technology isn’t the challenge anymore: developers can build almost anything that you can clearly envisage. The real challenge lies at the intersection of psychology, design and persuasion.
43. Captology: a field of research started by the Persuasive Technologies group at Stanford. As the owner of a job board, you must persuade site visitors that they should use your site.
45. Four Dimensions of Credibility (Fogg and Tseng, 1999) Assumptions: what we think the site should look like Based on a reference from a third party. Based on Past Experience with the site or company Found from simple inspection.
i.e. none of them even scraped in as having a passable level of usability and ease of use. ...might think they’re small names, but....
i.e. none of them even scraped in as having a passable level of usability and ease of use. ...might think they’re small names, but....
So what did they find?
i.e. none of them even scraped in as having a passable level of usability and ease of use. ...might think they’re small names, but....
To understand what your users are really doing, you have to get up close
You have to see the whites of their eyes and their facial expressions.
Any kind of frustration or delay will cause a proportion of users to give up and leave your site. Any option that isn’t presented in an enticing enough will manner will equally cause drop-out. The cumulative effect is huge.
i.e. none of them even scraped in as having a passable level of usability and ease of use. ...might think they’re small names, but....
i.e. none of them even scraped in as having a passable level of usability and ease of use. ...might think they’re small names, but....