- Nov 24, 2013
From FeverBee (full article: https://www.feverbee.com/improvecommunitydesign/)
Counter-Intuitive Discoveries You Should KnowIn the time we’ve been doing this for clients, we’ve made some discoveries which seem to apply to most communities. So here’s a cheat sheet of things you might want to think about when developing your own community experiences.
- The majority of visitors read almost nothing. The overwhelming majority of visitors won’t read more than 2 to 3 words on your homepage. They scan to find the ‘thing’ of interest and then jump to that. You should reduce static homepage text to a minimum.
- Members really struggle to follow conversations. Members really want to find the discussions they’ve participated in previously (to check for updates), but they often struggle to do so. They forget what category they posted in and can’t find it from the homepage. This is a huge frustration. It needs to be dead simple for members to find a list of discussions they’ve participated in.
- Members switch to a different site quickly. Rather than spending just 5 to 10 seconds trying to get your SSO or two-factor authentication to work, they’re more likely to switch to a different site to find what they need. It’s just too much effort. Sites which have a tendency to log people out often for security reasons cough Salesforce cough struggle with this most.
- Most people make a couple of searches for the answer. Asking a question is usually a last resort. Most people with a question will make a few searches and then publish a question.
- Members post questions in multiple places. People care more about getting an answer than where they get an answer. Around 50% of people seem to post questions in the community and support at the same time.
- Average visitors browse the homepage for 5 to 10 seconds. The average person wants to feel a sense of progress. They browse a homepage for 5 to 10 seconds and then click on something (anything), to feel a sense of momentum. People hate feeling stuck.
- Only a tiny percentage of regulars scan the latest discussions. This really surprised us. Despite the common practice of putting the latest questions at the top of the homepage, very few people scan them. Most consider them irrelevant to their problems right now.
- Members browse top-level navigation before searching. Most members view what’s in the top-level navigation and click the word that most closely resembles what they’re looking for. What appears in the navigation and how the navigation is structured is critical. Members must be easily able to browse for what they need.
- Almost nobody seems to look at the leaderboards. Even the people on the leaderboards don’t seem to look at them often. This is especially the case for static leaderboards based upon cumulative activity since launch as opposed to monthly leaderboards or the past 30 days.
- No one reads the welcome message. It really doesn’t matter what appears in the welcome message unless people are confused about the nature of the site. If they don’t understand the community itself, they might glance at the welcome message to comprehend what it’s about. But these are very rare situations.
- No one reads the code of conduct. Theoretically, you could put terms and conditions you like in there and people would still agree to it. Although, interestingly, they will read articles titled “The Five Rules Of [community]”. So, maybe give it more of a Fight Club vibe?
- Popular discussions. Members generally like seeing the list of popular discussions in a community. This list works best on individual discussion pages as much as on the homepage. However, once a member has seen the list once, they dislike seeing the same discussions again.
- Related discussions matter a lot – but only in high-volume communities. At low volume, the related discussions usually aren’t relatable enough. They simply appear because something has to appear.
- Recent activity really, really, matters. If the community seems dead, few people ask questions. Recent activity labels are far more important than any static copy/text on the page. No one can recall the liveliness statistics, but they might build up into a more subconscious understanding of how busy the community is.