Are your users
finding your value?

What are the most valuable features of your product, service, or web site? Are users finding and using those features?

Before answering this question, separate your users into two categories: those who are trying the product for the first time and those who are already loyal.

As expected, loyal users always go to the key features. New users, on the other hand, tend to fumble when they interact with an unfamiliar product. These users are impatient and often give up before finding the key features. In our studies we found that 89% of new users didn’t find the most important features on their first visit to a popular service. Fortunately, it was easy to identify and fix these barriers and enable rewarding experiences.

Authors Paul Allen Smethers and Alastair France analyzed billions of transactions from millions of real consumers to find the answers to this and other tough questions. Their top-selling book, Five Myths of Consumer Behavior, helps explain why some products or features succeed while others don’t.

Five Myths of Consumer Behavior is a valuable tool for entrepreneurs, marketers, and engineers trying to crack the consumer technology marketplace. It retails for $14.95, and you can pick it up at Amazon.com.

What others say:

The methodology for consumer adoption proposed here has definitely helped us drive service usage and market penetration for Vodafone live!

—Csaba Tarnai, Milan, County Manager Vodafone live!

It’s been required reading at the office and for good reason. It’s a superb book! Something every marketing student and product designer or engineer should pick up. At only 147 big-print pages it’s a rather quick read but it packs a big punch and does a fine job at outlining core yet often overlooked consumer behaviour principles. In particular, Smethers articulately explains (in plain English) the various phases and stalling points of new product adoption, the barriers to initial use and proper usability, the different types of users and how to approach them, the many costs to the consumer and why it’s so important to highlight a product’s true value.

—The Creative Generalist

Read this? I devoured it in two days (interrupted only by the need to sleep). Very specific, but incredibly relevant to anyone creating tech products, like we do at Airborne. Written in a breezy, accessible style (despite its subject matter), the authors’ melding of the standard product S-curve and a broken-up consumer adoption funnel is pure genius. What a find!

—Andy Nulman, President and CMO Airborne Entertainment

Where to buy:

The easiest way to purchase Five Myths of Consumer Behavior is to go to Amazon.com and purchase it online. The retail price is US$14.95.