We all have our limits. When it comes to making choices, we can reach them surprisingly quickly.
Each of us makes countless decisions every day, often subconsciously. Online, the choices facing us are innumerable: which sites to visit, which buttons to click, which pages to read, which forms to submit. Every single site we browse demands we make decisions – and often many of them.
This can result very quickly in what designers call ‘decision fatigue’. Simply put, this is the feeling in a user that they are having to make too many choices to justify the benefit they are deriving from engaging with a site. Once decision fatigue sets in, they are likely simply to move on.
In other words, decision fatigue affects conversion rates. It increases your ‘bounce rate’ – the number of people leaving your site too quickly – and it results in users disengaging from your onboarding process before it’s complete. This means that you don’t get their contact details, or don’t make a sale.
The good news is that there are choices you can make to reduce the likelihood that your site will cause decision fatigue in its users. There are a set of pretty easy design techniques available that make sites much easier to use – and ensures that far few active decisions are required on the part of those who visit it.
In other words, reducing decision fatigue is about enhancing and streamlining content delivery. Make information and products easier and quicker to find – and the means of doing so as intuitive as possible. That will reduce the choices your users have to make – and increase the likelihood that the choices they do make will be positive for you.
If you need web design or development, then speak to our friendly experts. Our web developers are based in Coventry, Warwickshire and are always ready to help. Please feel free to contact us and speak to one of our website design specialists.
New Year is a time to reflect and learn. But 2020 was such a huge year in so many ways that we’ll probably be figuring out what it all means... More
Christmas is almost here, and preparations are underway in the office. We've compiled a list of our Christmas opening times so you know when you can reach us: Date Opening... More