Our propensity to buy peaks at a certain value - say 10 points for me in this instance.
Every time an obstacle is placed in the way that propensity gets reduced by a value related to the frustration level. As the points reduce our propensity to buy becomes irrelevant in the face of the many other things going on.
They had already for me lost points for 1: not making it clear that the printer only uses PLA and not ABS (-3), 2: the fact that it doesn't accept ABS (-2) and 3: because only one color of PLA is available at the moment (-2). The unnecessary registration was enough to halt the process. (-6)
Note how relatively large the usability scores are versus the functionality scores. Being easy to deal with is absolutely paramount in commerce.
Our propensity to buy peaks at a certain value - say 10 points for me in this instance.
Every time an obstacle is placed in the way that propensity gets reduced by a value related to the frustration level. As the points reduce our propensity to buy becomes irrelevant in the face of the many other things going on.
They had already for me lost points for 1: not making it clear that the printer only uses PLA and not ABS (-3), 2: the fact that it doesn't accept ABS (-2) and 3: because only one color of PLA is available at the moment (-2). The unnecessary registration was enough to halt the process. (-6)
Note how relatively large the usability scores are versus the functionality scores. Being easy to deal with is absolutely paramount in commerce.