Jan 11
14

Make change obvious

4 Comments

Having recently weighed up the option of upgrading AdMail’s existing website against the option of building a new website from scratch, we chose to start again.

There were a whole bunch of reasons behind this decision, including a desire to make sure that vistors returning to our site noticed the chages we had made. Another being that we wanted a site that provided us with an easy way of bringing “new news” to the immediate attention of repeat visitors.

This desire to highlight “new news” was, in turn, based partly on an article I read on “change blindness” – which suggested that when you refresh a screen or make one change on it, most people will not even notice the changes you have made.

The video below of a Harvard experiment on change blindness highlights this issue nicely.

The key learning: “Just because you make what you consider to be an important visual change to a web page, does not guarantee that anyone will notice it”.

This entry was posted on 14 January 2011 at 11:22 am. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Posted in Marketing Psychology by Geoff H 4 Comments

4 Responses to "Make change obvious"

• 

  - deleted - says:

  26 April 2011 at 9:16 pm

  Reply

  Many thanks for your post! Honestly I have never seen anything that informative.
• 

  - deleted - says:

  1 May 2011 at 4:33 am

  Reply

  Tell me how to contact the author of this entry?
  Thanks in advance!
  • 

    Geoff H says:

    4 May 2011 at 5:39 pm

    Reply

    I can tell you that it was originally published on WhatMakesThemClick.net – hope this helps.
• 

  Anonymous says:

  17 August 2011 at 1:11 pm

  Reply

  Do not know if it is just an bug with my browser, Netscape installation, or with this post but this complete page displays all muddled up for me. Will load another browser and check if that solves it. Laurice Escobio checking in from Indiana

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• About Geoff Hirsh

  Geoff is a marketing professional with 30 years experience, including 20 years running his own Integrated Relationship Marketing Agency.

  His hands-on involvement in every project, strategic insights, innovative approach and attention to detail is highly valued by clients, staff and suppliers alike.