“How long does it take me to use your website to do the things I want?”
If using your website takes longer than people expect, or are willing to invest, they’ll just leave.
But you already knew that. #ThanksCaptainObvious
Here’s what you may not know – improving efficiency isn’t just about removing design barriers – e.g. unnecessary steps and pages – or increasing site speed.
It’s also about removing psychological barriers – situations that make users stall and weigh their options, which can slow decision making and cause abandonment.