A user’s response upon accessing a site for the first time will be an emotional one. The appeal of the site in the first few seconds will shape the mindset in which they continue to navigate.
As a result, retailers spend money adopting UI and UX principles. While clean and balanced functional elements are important, UI and UX updates in and of themselves are powerful in leveraging perception. They introduce novelty that can arouse curiosity, motivating customers to explore the site further. Of course, updates should always be executed with a purpose in mind, given customer behavior and expectations of technology are ever-evolving.
Providing a sense of novelty is important not only for website experience but brand perception in the world of millennials.
Millennials do not value familiarity, safety and comfort in the same way that previous generations have. Morley Winograd, author of Millennial Momentum: How a New Generation is Remaking America stated, “Millennials are using packet-switching technology rather than hard-wired circuit switching to absorb information.. They take a quick glance at it and sort it and/or tag it for future reference if it might be of interest.” With the influx of data and social media channels, millennials are increasingly making snap judgments, quick syntheses of information that is both conscious and subconscious.
Thus, the change upon updating a visual element in your site, or incorporating a new feature, has greater perceptual impact than it would have had in the past. It shapes the impression that your brand is relevant and active. Millennials are accustomed to the speed of progress and new information, making it pivotal that retailers recognize the benefits of CRO website testing. Prevent the fatal risk of monotony!
Power of perception optimization
The importance of user psychology, can be as important as the functionality and itself, as evidenced by experiments with visual augmentation. Researchers from the Human-Computer Interaction Institute of Carnegie Mellon University found that the inclusion of a loading bar, which provides real-time feedback to the user, reduces the perceived waiting time. Users think they are waiting for a shorter length than the true length. Additionally, the inclusion of an active button state that triggers upon click makes the UI feel more responsive. This same concept can be extended to why mirrors are often placed in elevators. The mirrors reduce perceived waiting time because they leverage our egotism. The perception you give users in UI and UX updates is as, if not more, important than the update itself.
Opportunity for Artificial Intelligence
Enterprises and retailers need to regularly evolve their UI and UX to maximize user perception. New generations’ interactions with technology and expectations are changing at an accelerating pace. AB testing and multivariate testing will quickly fall behind AI-driven testing solutions.
Learn how Sentient Ascend can help optimize your UI and UX with the power of AI.