The other day, I hit the up button for the Culkin Hall elevator and a rare thing happened: Both elevators showed up on my floor and opened at about the same time.
My reaction was confusion. It goes against the natural pattern: Hit button, see door open, get in. Now I had to make an additional choice.
How many times have you encountered this unnecessary layer of decision-making in your daily life … especially when visiting a website?
There’s even a scientific theory related to this: Hick’s Law. Also known in some circles as the Hick-Hyman Law, after psychologists William Edmund Hick and Ray Hyman, it posits that increasing the number of choices will cause the time for humans to make a decision increase logarithmically (or by a lot, if you prefer).
True of the elevator story: Normally, shuffling in would take about a second, instead I was confounded and took a few seconds. No harm no foul, but with websites it has more important connotations. (It’s the titular reason one of the seminal works of web usability is Steve Krug’s Don’t Make Me Think.)
Jason Gross of Smashing Magazine took this theory Hick started developing about 75 years ago and translates it to design, especially for the web:
So, let’s step back and consider the thought process that users go through and how many levels of decision-making a Web design can consist of. For example, instead of just regarding each link in a navigation menu, sign-up form or toolbar as its own option, we should consider the process of interacting with the navigation a decision of its own. For that matter, any given design contains a whole array of top-level “options” that demand decisions of the user.
In choosing whether to read an article, navigate to a new page, fill out a log-in form or perform a search, the user has to mentally process several options before making even a single click. Are they interested in the content on this page? They might decide to skim the headlines to see what stands out to them. Perhaps they are shopping for something. Before even hitting the “Add to cart” button, they have to choose between making the purchase, looking at product details and reviews, and shopping around for something else.
More than increased time to decision, the greater danger is that people decide not to choose one of your options because they become frustrated or interrupted. “If you choose not to decide,” the band Rush notes in “Freewill,” “you still have made a choice.” I have opted out of confusing websites, forms that ask for too many fields or transactions that are too complex or take too long. Which is to say, sites not observing Hick’s law can cost themselves transactions, actions and certainly user happiness.
My friend Kyle James (now with NuCloud) gave a conference presentation years ago where he said something to the effect of “if you want your user to take one action, design a landing page with one link.” (Or something, sorry Kyle if I screwed that up.) And it’s true. The opposite is what we find on too many websites — pages overflowing with links, many of them poorly labeled or redundant, which increase user frustration and decrease the chance of completed tasks.
Many in our industry love specialized jargon or vague acronyms or phrases that they understand within their own circles but that are unfamiliar to students, prospective students and parents. Our suggestion is always: Speak like your user. Give them phrases they recognize, especially in your links. When creating web content, there’s no prize for showing off how big your vocabulary is or how many insider buzzwords you know.
Make actions possible
For whatever website you create, three key considerations remain constant:
- Who is your audience?
- What do you offer? (Or “what is your value proposition,” if you prefer.)
- What action(s) do you want them to take?
Other key questions about content strategy exist, of course, but those three should drive your creative. Showing what you have to offer (why a visitor should apply to your college, sign up for your service, buy your product, etc.) and then trying to move your audience toward a related action should take priority.
Long rambling paragraphs about your mission statement, links appearing for vanity sake and a barrage of irrelevant graphics that might bury those calls to action and things your visitors are actively seeking work against the success of your site … and of your business.
With the web, less is more. Especially now that so many people use mobile devices requiring a leaner experience. For last month, more than 40% of our external traffic arrived via mobile device, and 50% of our first-time external users were on mobile. They don’t want to scroll past some irrelevant “happy talk” paragraphs and they sure don’t want to roll through 37 links to find what they want.
Let’s use a different elevator analogy. You get on an elevator and it has a set of numbers (1 to 10) on one panel and a set of letters (A to J) on the other. You’re pretty sure you want a numbered floor, but the added choices leave you unsure. Sounds outlandish, right? Yet this is what a lot of websites do by crowding in extra information and links and shiny objects.
We should all be leaning toward lean websites. Let’s make it easy for visitors to get on our sites and go where they want without unnecessary confusion or work. If they can reach their desired web destination on a smartphone while traveling a few floors on an elevator, you are moving in the right direction.