Users need to understand what happens when they click on a button or link. A good user experience makes things simple for the user to understand and is free of surprises. There are four key considerations when dealing with buttons and links, Specific, Sincere, Substantial, and Succinct. Today we will be discussing how to bring sincerity to your buttons and links to improve user experience.
Rope-A-Dope
In 1974, Muhammad Ali fought George Forman for the Heavyweight Championship in Zaire. This fight is commonly known as the “Rumble in the Jungle.” Ali entered the fight as an underdog, to the undefeated champion, Forman. After landing ineffective blows in the first round, Ali allowed Foreman to back him into the ropes during round 2. As Forman threw powerful punches, Ali used his feet and quickness to dodge, block, and absorb the Forman onslaught. As the rounds progressed, Ali continued to back into the ropes, using them to support his weight and conserve energy. Ali played defense while Forman continued his offensive barrage. Forman was tired by the eighth round, his feet were slow, and his hands had dropped. Ali went on the attack. Knocking him to the canvas in a technical knockout for one of the biggest upsets in boxing history. Ali called his signature strategy, the “rope-a-dope.”
Credit: 369108Globe Photos/MediaPunch
While an effective strategy for Ali, the “Rope a Dope” technique certainly provided a terrible user experience. Imagine how Forman felt, exhausted, woozy, sprawled on the canvas, unable to stand upright by the count of 8, his first professional loss, all because of a strategy based on trickery. Unfortunately, many marketers use this exact same strategy in their digital experiences. And, while no one gets terribly hurt, it could give your organization a serious black eye.
Words Matter
My grandfather used to say, “Say what you mean and mean what you say.” While gramps would have never expected I would use that advice to create better digital experiences, the truth is buttons and links need to be sincere. We’ve all been rope-a-doped by an insincere link. You click on the link expecting more information, but instead, you have led astray, to an experience counter to your expectation.
The Gates of Wrath
There is nothing more insincere in today’s digital marketing experiences than gated content. A user engages with a small bit of teaser copy and wants to know more. The marketing content has done its job. The user observes a link below the teaser that there is more information a click away. The user clicks — another score for the marketing team. The next page loads, and the user is met with a form field. There’s no more information — just sign-up for a weekly newsletter to get the information promised. The user leaves the site. The user has lost trust in the experience. The user is no longer interested in clicking through for information that comes at a cost the user is unwilling to pay — game over for the marketing team.
Cough Up Some Dough
Paid content is equally frustrating when the link is insincere. When a consumer of content wants more information and follows a dishonest link that leads them not to the content they expected but instead is met with a request for payment information, suddenly your users are Forman on the mat wondering just what the heck happened. The same is true for discounts and deals on e-commerce sites. If an offer or sale is presented, don’t add unspoken conditions. You’ve found a customer who wants to take advantage of a deal and purchase your product, don’t force them to jump through a bunch of hoops to do so.
Sincerely Yours
When done correctly, gated and paid content are effective marketing strategies. Some content is not free, and marketing teams need to garner contact information to continue marketing. The key is, to be honest about what, as marketers, you are doing. If the content is gated, be clear about that before the click. If there is a cost involved, let the user know. If the deal is condition-based, say so up-front. That will help users with the click decision and develop trust with the digital experience.
| Insincere | Sincere |
|---|---|
| Get 20% off | 20% off purchase with sign-up |
| Read More | Email me more content |
| Show me the study | Read the study for just $5 |
Unbreak My Link
Similarly, your buttons and links need to work correctly. Broken links can kill a user experience, and it is essential if a user thinks something is a button, it functions as a button should. Make sure all your navigation elements work and are pointed to the correct place. When a user is willing to engage with your experience further, don’t disappoint them with a 404 error.
In Summary
Being sincere with your link and button descriptions will build trust with your audience and improves user experience. Buttons and links should clearly state what happens on the other side of the click.
Happy Holidays and stay tuned as we countdown the 12 Days of UXMas!
Feel free to leave feedback, ask questions, or make additional suggestions in the comments.