Our body, driven by the instinct of self-preservation, aims to achieve its goals with the least energy expenditure. You can argue a lot about laziness, but the psyche itself is uk email database designed in such a way that in some cases it chooses the most familiar and simple way of responding. And this is not only a guarantee of survival, but also a reasonable distribution of internal potential. This happens because we, like any living organism, have certain internal resources that can also be depleted and require restoration.
At first glance, such truisms do not seem to be something surprisingly useful, but let's look at how the peculiarities of our behavior manifest themselves in action when we act as a buyer in an online store.
Device-inertia
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Imagine that you are comfortably settled on the couch after a hard day at work. You are relaxed and nothing is bothering you, but at the same time you are alert enough not to sleep. Without thinking twice, you take your smartphone and decide to place an order in an online store. You easily find the right site, but here's the problem - it turns out that on the mobile version it is not so easy to examine the product in all the details and the small screen makes navigation difficult. It would be much easier and faster to get up and turn on the computer, but for some reason you still try to cope with the order using your phone.
Sound familiar?
This was first noticed by the usability guru Jakob Nielsen. Having analyzed the behavior and deep motives of clients, he developed ten rules, the essence of which boils down to one simple axiom.
Don't expect customers to choose the option that is more convenient for you, they will always choose what is more convenient for them.
It is obvious that in our example the client will either leave the order for later or continue to fight with the phone until victory. In order to get up and turn on the computer, you need super motivation, which is more the exception than the rule. And therefore - in both cases - the client's difficulties are a negative experience for the website owner.