Why your users are running away?
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Why your users are running away?
The everyday transformation of digital world is changing human behavior. It has become very difficult to understand their behavior. The habit changing process has become a big challenge now. The user himself/herself doesn’t know what he/she is looking for and why he/she is buying that product? Sometimes user is so confused that he/she forgets what was forgotten. In such a situation it has become very difficult to understand user’s behavior. In this article I will highlight some key points that you can consider while building your WebApp or physical stores.
Behavior:
The user’s behavior is based on motivation and that relies mostly in 2 parameters “Need and Want”.
1. Need: It is essential and extremely necessary for a person to survive. I have to have this product. Example: In India online train ticket buying by irctc.co.in or visiting Government banks are extremely pain and I don’t have any other choices either. I have to go thru this.
2. Want: It is a person desires, either immediately or in the future. I shall visit certain Apps or stores and I shall buy a product only if I found it trustworthy and easy to use. Example: amazon.in/flipkart.com or any physical stores like various showrooms (Nike, Adidas, Levis, Timberland etc.).
Understanding:
During user understanding phase, you have gone through various stages like business requirement, profiles, personas, scenarios, task analysis etc. Now I would say don’t focus on what user is saying and what is written in the documents. You must observe his/her behavior. Whenever any event occurs to make a decision to buy a product should observe what stimulates users. It could be product features, brand name, product reviews, product presentation. You must record / document this event and consider it while building your upcoming product. If you correctly match it that would be a magnificent work.
Inattention or Negligence:
No matter for what reasons the users comes on your app/store? The probability of him/her going home is empty handed. It is because some or more reasons in below points:
• Less alternatives?
• Varieties of products got confused?
• Not an ease of use
• Presentation not good
• Not a welcoming behavior in store or rewards in web apps
Consideration: There are n number of reasons but no matter you fail to attract them. Below are few points, if you consider these you would surely start retaining or getting new users.
1. Reduce your user groups to 1 or max by 2.
Example: if you want to develop an app for specific to users like freshers who are looking for a job. Then your target user should be final year students or just pass out students (2 user group maximum).
If you think of all school or college students or anyone who is looking for a Job, that makes the app useless for everyone.
2. Load content (stressing user) wisely and accordingly. This plays very critical role for user’s cognitive process.
Content load example: Let’s take an example of Car racing apps, this App must give cognitive stress to the user, like speed breakers, narrow and zigzag roads. If the road is straight and not having any speed breakers. The user might get bore and prefers to leave the App.
Content reduce example: Similarly, let’s take an example of Online shopping app, user decides to buy a product and is going through the checkout process. Here, the user is stressed & slowed to feed payment details like credit card number, CVV code, UPI details, Online banking details. If the App start showing unexpected content like other products, product comparisons, product reviews or something else which is not related to checkout process. The user will get distract and might decide to drop an idea of buying the product.
3. Keep engaging user with new content frequently else they feel annoyed and leaves your app.
Summary
The way technology is changing every day, you have to make sure that your App is made for your critical users and not for the whole world. You need to filter out your users so much that you reach to a single user group or maximum of two and make decisions on them only. Don’t confuse users by showing multiple options, more the alternatives, response time of users will increase. Keep product alternatives to minimum in order to reduce user reaction time.
About Author
UX Lead at HCL Technologies
More than 17 years of experience as an UI Development, UI Design and UX Analyst, worked with various project within the company in different domains. He is a motivational speaker and also rewarded in various occasions. He has been winner for club level swimming championship 2019.
UXness first UX Magazine. Download the UX Magazine FREE.
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