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Conventional wisdom tells us faster is better in digital experiences, but what if slowing things down could actually increase user satisfaction and conversions? This episode explores the fascinating "Labor Illusion" concept – a psychological principle where users place higher value on services when they can see the work being done, even if it means waiting longer for results.
I share how at Keywords People Use, we've transitioned from quick AI-based keyword clustering to more sophisticated SERP clustering that takes longer but delivers dramatically better results. This change sparked internal discussions about how to handle the waiting period for users, leading us to examine the labor illusion principle more deeply.
The evidence is compelling. Harvard research confirms that users not only accept but prefer transparent waiting experiences for complex processes over instantaneous results. I detail our own real-world experiment with BroadbandUK where implementing this principle increased conversions by a remarkable 25%. Though postcode searches could return results instantly, adding a brief interstitial screen that explained the search process transformed user perception completely.
This counterintuitive finding has powerful implications for websites offering any kind of search or processing function. By thoughtfully implementing transparent waiting experiences – showing users exactly what's happening behind the scenes – you transform a potential negative (waiting) into a demonstration of value and thoroughness. The key is transparency: don't just make users wait, show them why they're waiting and what value they're getting from that wait. Ready to see how this might apply to your content strategy? Book a free demo at keywordspeopleuse.com/demo where we can explore these concepts with your specific needs in mind.

SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com

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"Werq" Kevin MacLeod (incompetech.com)
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