Wednesday, 4 June 2014

Don't make me think: how editorial consistency helps the mobile user experience

Is your organisation using consistent language across desktop, mobile and email? If not, you may be confusing your customers. Worst case: could you even be losing customers?

Yesterday I used O2's live chat to change my mobile contract. Then O2 invited me to give feedback.

"Click the Close chat button to do the survey," said the customer representative. (See screenshot below.)

Screenshot: Close Chat
So I dutifully scrolled up and down my mobile screen, squinting for a button called 'Close chat'.

There wasn't one. But there was an 'End session' button (see screenshot below).

Screenshot: End session
Is it the 'End session' button I'm supposed to click? By then I'd lost interest.

To O2 it might seem like an insignificant difference in language. But if, like me, customers only use live chat once every 2 years when they want to renew their mobile contract, they don't wanna have to guess where to click. They want 'no brainer' language in links.

The mobile experience

It's even more important to provide 'no brainer' links for customers using mobiles to interact with you. Any level of frustration is greatly multiplied when you add in:

  • 'fat finger' syndrome
  • tiny screens 
  • the risk of losing your signal if you're on the move
  • other people distracting your concentration

easyJet's online check-in

I first blogged about editorial inconsistency - and the hesitation it causes - when I got confused by easyJet using 2 different phrases for the same call to action (in emails: 'Check in online', on the web: 'Print boarding pass'). Read blog post on easyJet.

Steve Krug

Oh, and apologies to usability expert Steve Krug for cannibalising the title of his book: 'Don't make me think!'

Tuesday, 20 May 2014

Optimise your message: how to fool the nightclub bouncers in our brains

nightclub bouncer
Want to grab people's attention with your headline? You'll need to bypass the nightclub bouncers in our brain, according to Brian Massey, a speaker at Chinwag Psych2014 last week. 

Massey’s company optimises copy for websites. It tests several versions of a headline to see what gets people clicking through and signing up.

Brain science helps the company get the text right:
“You need to get your message past the parts of the brain that act as bouncers or gatekeepers. To comprehend words, we’re using Broca’s area and Wernicke’s area of the brain. Broca’s area takes verbs and casts them into images, while Wernicke's handles nouns.

"So you need to surprise Broca and Wernicke. Use the unexpected, the unbelievable or the plain wrong," explains Massey.

Here's one I made earlier

Take this example. Which of these headlines from a rehab outfit in the US got the most sign-ups?

A.  We can help. Call now and speak with a compassionate rehab specialist.
B.   Are you ready to start healing? Call now and speak …
C.   Ready to stop lying? Call now on …

Yes, it was C, as it surprised people. 


Also, C hit the spot because it matched people's memories of lying to their partners. ("No, I haven't had a drink today!")

And B was not as effective, as people didn't have memories of 'healing' so there was nothing to latch the message onto. 

"When you're creating messages, you have to think about the kind of memories people have that we can attach our messages to," said Massey.

Credible or not?

Even if you're sceptical about the theory, playing around with words and testing several versions of your text seems like a smart idea to me.

Saturday, 3 May 2014

The 'content first' approach: use real content in your designs

Post-it note saying content
"What does 'content first' mean?" asked a user experience (UX) consultant recently, "I've heard it bandied around and I'm curious."

I explained: "It means creating some real content before you commission the design. It's so that web or app designers can work with real content instead of pasting in dummy text such as lorem ipsum."

Bye, bye, lorem ipsum  

The reason it's essential to use real content - text, video, audio,  images - is that it helps the designer create a usable, meaningful design.

If you ask a designer to use dummy text and images, they'll be working in the dark. You're effectively asking them to make editorial decisions, such as:

  • does this body text need a heading?
  • where should the heading be?
  • how much space should I leave for headings?
  • how much space should I leave for body text?
  • how many levels of heading does the body text need?

Whenever design meets editorial - whenever you need to answer questions like those above - you need input from a content editor.

'Content last' approach = big trouble

If you leave editorial decisions to designers (by making them use dummy content), you could end up with a design that doesn't fit your real content. If the designer doesn't leave enough space, an editor will find it hard to write meaningful headings, links or body text.

And if a designer leaves too much space, the body text will look too sparse.

And you won't know all this until you try and slot your real content into the design.

Design tweaks cost £££

So then the designer has to tweak the design or, in the worse case, redesign. And that takes time and costs money.

Involve content experts early

The solution is to involve content experts early to help you work out what editorial features you need - and which ones you don't.

Invite content experts to your initial project meeting, show them early prototypes of the design and they'll help you smooth out any wrinkles.

Designers and editors unite!

By the way, it's not just editors and writers who complain about dummy text. Scotland-based designer Bobby Anderson dislikes it too. In his blog Bobby advises designers to change focus and design 'content first'.

Monday, 17 March 2014

What's new? Avoid using 'What's new?' as link text

Let's be honest: when was the last time you made a bee-line for the 'What's new?' section of a website?

You might argue that 'What's new?' is a clever tease but if you really want me to click through, you've gotta give me a clue what the new thing is - so I can decide if it's for me or not.

The information scent

If you don't give me a hint, I could end up somewhere I don't want to be.

Design guru Jakob Nielsen described this as information scent. He wrote:

"The most obvious design lesson from information scent is to ensure that links and category descriptions explicitly describe what users will find at the destination."

As vague as a vague thing

Consider this: an organisation's What's new section could house literally anything:
  • 5 new flavours of frozen yoghurt 
  • our apps are now on Android
  • we've removed most of the bad fat from our products
  • we've a new chief executive officer
And you won't know until you get there.

Be explicit

If you've done something important and new, you need to make it properly prominent. It needs a headline and a section in its own right. To make it promote-able, searchable and findable.

Industry commentators like Gerry McGovern say we're trawling websites to get our questions answered and to carry out tasks.

And with a heading like 'What's new?' it's not clear whether anybody's gonna get their questions answered or not.

How new is new?

You also have to ask how new is new? When does something stop being new and become normal?

If people click through to see 'What's new' and find things that aren't new, then they might feel disappointed.

Sunday, 27 October 2013

Which has more impact: 'Donate now' or 'Be a donor'?

Change your button from 'Donate now' to 'Be a donor' and get more donations to your charity.

And if you want more people to join your organisation, ditch the 'Join now' button in favour of 'Be a member'.

"Make these changes and it's much more likely to lead to action," says behavioural psychologist Susan Weinschenk, aka the Brain Lady, who works in the area of design and user experience.

Why does this simple formula work? Because saying 'Be a donor' makes us feel like we belong to a group. And we all want to belong to a group.

I'm a chocolate lover

"We all have a strong urge to be part of a group. We really identify with various groups, whether consciously or unconsciously," said Susan, in her workshop this week on 'How to get people to do stuff'.
"When we say 'I'm a chocolate lover' rather than 'I eat chocolate', it invokes the group identity," said Susan.
The workshop, in London, was hosted by the UK branch of the User Experience Professionals' Association (UXUPA).

To be or not to be?

This topic was first researched by psychologist Gregory Walton of Stanford University, who looked at voting patterns in US elections. Walton called people up the night before an election and asked people either:
  • How important is it for you to be a voter in tomorrow's election?
  • How important is it for you to vote in tomorrow's election?
When Walton asked 'How important is it for you to be a voter?', more people ended up voting, presumably seeing themselves as part of a group of engaged citizens.

Verbs or nouns?

There's a debate in the Comments section of Susan Weinschenk's blog about how to categorise the difference between 'Be a voter' and 'vote'. But even if the grammar's not nailed down perfectly, Susan's/Gregory's findings could still help content editors create messages with more impact.

I'll be A/B testing two versions from now on, as long as I've got enough space in the design - 'Be a member' takes up a lot more space than 'Join'.

Guerrilla Editor is Suzanne Amos, freelance content editor for social enterprises.

Friday, 18 October 2013

MeasureFest: 5 top quotes on analytics and measuring your digital marketing

5 top quotes from yesterday's MeasureFest conference on analytics, marketing measurement and conversion rate optimisation (CRO).

1. Dogfooding

"You should be dogfooding. You need to start using your own website so you experience what your customers do. If you haven't used your site to the same extent as your users, how can you expect to optimise it? You need to spend your own money and go through the same thought processes as your users."
Stephen Pavlovich of Conversion Factory, an agency with clients such as easyJet and

2. Ask 'So what?' 3 times in a row

"If someone says 'We've put all our effort into driving 10,000 more Likes', ask 'So what?' In fact, keep asking it  - 3 times in a row - until you get somewhere. We've got to start talking about outcomes."
Philip Sheldrake, spokesman for the International Association for the Measurement and Evaluation of Communication (AMEC), a trade body for PR and digital marketers. 

 3. Germish and Franglais

"Many of your customers have already adapted to the anglophone web and use hybrid phrases. For example, in Italy people search for low cost flights with the phrase 'voli low cost' instead of 'voli economici'."
 Joe Doveton of GlobalMaxer, whose tool tests multiple versions of a website.

4. Cross-device purchase paths play havoc

"A single user might browse a website en route to work, compare prices on their work PC then make a purchase that evening on their home laptop. Google Analytics sees that as 3 different users. Google's Universal analytics will help tie together a user's interactions but it depends on people identifying themselves in some way."
Dara Fitzgerald, head of insight at Fresh Egg, a digital marketing agency.

5 . Mobile personas

"Identify your mobile personas, as they may have different goals to your desktop users. An example might be 'I'm in a taxi on my way to a party or to hospital to visit someone and I can't pick up flowers so I need a delivery now.' So for mobile customers you'd highlight express deals." 
Stephen Pavlovich of Conversion Factory, an agency with clients such as easyJet and

Thursday, 3 October 2013

Don't be more dog: how to outthink the competition in advertising

89% of advertising goes unnoticed or is not remembered, according to advertising guru Dave Trott, of The Gate London and formerly of Gold Greenlees Trott.

"Everyone presumes their advert will be noticed, just because they've made it. But 89% of ads don't have impact. They're invisible, like wallpaper," said Dave.  

Exposed to 1,000 ads a day

It's no wonder we don't notice or remember ads when we're exposed to around 1,000 advertising messages a day, as we move from home to workplace and back home to the tele.

So how can you make sure your messages stand out in a competitive world?

The answer, said Dave, in his lecture at the London School of Economics, is predatory thinking - outthinking the competition, doing different so you have an impact.

Don't be more dog

But there's a conundrum. An advertising agency's clients often want to copy what other brands are doing - they often don't like radically different ideas.

"After Be more dog (current TV ad from O2), I expect we'll see Be more giraffe or Be more fruitfly," joked Dave.
"Creative people have a fear of the obvious and they're selling to clients who love the obvious. The client wants safety."

But taking an entirely new approach is the only way to get society's opinion formers to talk about you to the rest of society - opinion followers.

"Opinion formers always need fresh stuff to talk about,"said Dave.

Opinion followers and opinion formers come from psychographics, which has taken over from old-fashioned demographics (ABC1s etc).

Creative problem solving

Dave's philosophy is to look at a challenge you can't solve and 'get upstream of it', changing it into a challenge you can solve.

Take the government's fire safety campaigns in the decades when chip-pan fires were a regular occurrence. Dave said:
"For years there were TV ads showing you how bad it is to have a fire. Ad after ad. But our job wasn't to stop people having fires, it was to stop fire station callouts.
"So we showed how to tackle a chip-pan fire. Turn the gas off, wet a tea towel and put it over the pan. And then walk away and leave it to cool down. Call-outs went down dramatically." 

Please wear out your tyres

Or take the origin of the Michelin travel guides and Michelin star rating system for restaurants.

"Michelin, the tyre maker, brought out guides to show people places they could visit - places they could drive to in their cars. It was about finding a way of getting people to wear out their tyres," said Dave.

You can listen to a podcast of Dave's LSE lecture. Read more on or see Dave's book Predatory thinking: a masterclass in outthinking the competition

By Suzanne Amos, freelance content editor