Users Dwell on Bad Experiences: Avoid Buildup of Negativity in UX

Business InconvenienceYou may probably wonder why someone notices your flaws more than your good points. As it turned out, people, research suggests, are more attuned to negativity than positivity. In fact, one study in general psychology notes that bad comments and emotions have greater weight than positive ones. This is because negative things involve more thinking, with the information processed more thoroughly than good ones.

Denver SEO companies note that the same is also true in websites and user experience. People are likely to remember the hardship they have experienced navigating a site, even though that site has many positive points. Just a single tiny mistake will cause some visitors to act adversely, relating that one flaw to a negative experience.

Familiarity Wins

The thing is, a website doesn’t have to be too flashy or unique — it should match users’ expectations. Note that visitors have mental models of how a website should function. Introducing new steps or workflows disturbs the brain and therefore, results in frustration. When a site looks extremely different with unconventional labels or icons placed in unpredicted places, it won’t meet user expectations.

Reason for Inconvenience

When it comes to addressing user’s concerns, use a microcopy. This short content offers guidelines or sets expectations in a respectful way. This comes handy in e-commerce sites, especially when the shipment of an item will take too long. The microcopy, for instance, can explain that the product will be hand-made or will require parts ordered overseas. This will avoid the buildup of pessimism and will keep clients from wondering what’s taking too long to receive the item.

Unavoidable Issues

Sometimes, error messages are necessary for resolving a disastrous situation. Just be sure to communicate with visitors in a polite way. Note that cold and vague messages can turn a minor problem into a big one, or an extremely negative impression. The interaction should not be stiff or disrespectful. For instance, don’t just say, “There is no availability for the dates you requested”, rephrase this in a courteous and apologetic manner.

Don’t let a single mistake give your website a bad reputation. Apart from addressing web design issues and inconvenience, add elements that could give users a positive encounter or something that would make them smile.