Thursday, 31 May 2012

The high cost of website user task failure

A nice piece in which Jeff Sauro recounts a study he conducted with users of 59 websites, and quantifies the high cost to the business when users fail in their tasks on a website.

A stark conclusion:
So what are the effects of task failure? Put succinctly, you'll lose users.
Jeff talks around the key trends arising from task failure:

  • If they fail, they won't return 
  • If they fail, they will tell! 

When users fail to accomplish their goals, they are 5 times less likely to return and 3 times more likely to tell their friends not to visit the website.

The High Cost Of Task Failure On Websites - article by Jeff Sauro

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