Last impressions might count more

Graph showing a peak one third of the way through the time scale and another at the end of the visitor experience.First impressions might not be as critical as we first thought or were taught. This is especially the case with website start or landing pages. The Axess Lab has a good article on a flipped approach to web design. It seems the critical points for website visitors is their “peak experience” – best or worst- and the last experience. The last experience is the most important. This is based on Nobel Prize winning masterpiece, Thinking Fast and Slow. The article goes on to explain how to get the best impact for the last experience using the peak-end rule.

For an example of a good end experience, the article links to a UK Government thank you page. It was so well done that they encouraged more people to sign up as organ donors. There’s also some advice on footers. 

As always, Axess Lab uses good techniques and design for its own web pages and this article. That makes it an interesting read for anyone, not just IT people. More good material in other articles as well.

Graphic courtesy of Axess Lab