93: Improving User Satisfaction and Reducing Site Bounce Rate

I made a big advance in clarifying the barriers or hurdles preventing user satisfaction. The previous blog entry #92 describes some of that brain work. It’s a work in progress. When these hurdles are removed or addressed, users have decreased bailout or bad bounce rate metrics.

The first hurdle is
OBSTRUCTION

This is load speed and image optimization. There are tools online for measuring and tweaking this. The benefit is not conscious to the visitor (transparency). No one notices a fast page –only slow ones.

Second hurdle is

DECORATION

Presently, UXers use interviews to evaluate this parameter. This is a body language judgment. It is not logical but emotional reaction and happens in the first 50 milliseconds. Visitors don’t even need to use the site before making this judgment. It’s purely visual –at-a-glance. If the reaction is negative, people will be tempted to bail out.

Third, web

FRICTION

Attention can be checked with compliance to readability standards (100%E2R) and hierarchy of design elements. But eye tracking tests already exist to assist. Scarcity of attention comes from user impatience and intolerance. There are online “eye tracking tests” that don’t even require user feedback. A screengrab is submitted. Contrast and placement are then evaluated by machine based on how a human would react.

I propose each hurdle can be ranked, weighted, and summary score derived for overall site toxicity / quality rating. I’ve used a similar method for judging the quality of product names. The three hurdles are interactive and synergistic.

92: Prevent Toxic UX Poisonings

Reduce user disappointment, effort, and frustration with UX satisfaction.
UX Hurdles Reduce Web Toxicity

Build a user safe website with improved quality, efficiency, and economic longevity by monitoring three states for successful user experience.

State 1
Obstruction

If a website loads slower than 2 seconds, the speed biases users from that moment towards goodness-or-badness judgments. This is a proven fact called the halo effect. People hate slow websites. Slow site performace is considered rude.

Solutions
Remove usability barriers like browser incompatibility, horizontal scrolling, or slow page load (bloat). Optimize images and code.


State 2
Decoration

In 50 milliseconds, people evaluate if your site is attractive. This is before they click or read anything.

This is attractive use of color, white space and readability. It is the visceral feeling of being invited and seduced. The customer journey is obvious and requires no effort. Visual cues or signage produce a comfortable feeling the user is in the right place.

Solutions
Deliver the desired features and content. Demonstrate attention to details by reducing visual clutter. Promote consistent theme with color, balance, branding, type, and symbols that are harmonious and well designed. Examples include clear links with information scent, no requests for mysterious information, and recognizable calls to action. The positioning strategy is plain. Your users motives for seeking the site are quickly addressed.


State 3
Friction

Search efficiency is skimming or fixating on relevant headlines and subheads. Content is scanned first for value before investing serious reading time. Hotspot and eye tracking tests frequently address this area.

Solutions
Make reading comprehension effortless and convenient. Examples include good headlines and subheads, combining multi-step processes like forms, reduce system slowness, and eliminate or reduce annoyingly strict security requirements. Fast pacing created by removal of visual distractions or annoyances like animation.
Good value analysis reduces waste and streamlines the experience. No difficult language or jargon. No long-forms, broken links, or requests for odd information.


Testing with Cross-device helps you improve user satisfaction, brand affinity, and overall delight. This is described as seamlessness, flow, feeling, and transparency.

Like a canary-in-a-coal-mine, Cross-device is your website test for UX toxicity.