![]() ![]() Users pogo stick from a page because the content found upon arrival was disappointing-somehow the destination did not match the expectation set by the page leading to it. This demonstrates the interaction elasticity of websites, where a higher interaction cost results in lower usage over time. Because of the excessive effort exerted, these users are not likely to extend their visit for a second purpose, nor do they ever return. Users in this situation may give up entirely, or settle with the most satisficing answer encountered during the arduous journey through the site. Navigating repeatedly through the same pages quickly becomes tiresome, and is highly discouraging. Within a website, pogo-stick behavior is an indication that people are struggling to find relevant content. While this pattern may be generated by a poorly designed landing page, high bounce rates could also be due to visitors who are not truly interested in the product or service offered, and thus are not valid prospective customers. Pogo-stick behavior is often discussed in regards to people bouncing off a site and returning to an external search engine. Note: the browse page does display a tooltip showing availability when a user hovers over a movie, but the delay is too long and the hidden help can be easily missed. This did not match the expectation set by selecting a location, and forced me to pogo stick through each movie in the list until an available movie was found. Pogo-stick behavior on the Redbox website: After specifying a kiosk location, the list of movies still included options not available to rent at the chosen kiosk. When a company’s website makes customers think lovingly of the biggest competitor, something is wrong. This did not match what I had specifically asked for! The excess work and frustration nearly dissuaded me from renting a movie altogether-had it not been for others in my company wanting to watch a new movie, I would have just streamed something on Netflix. It became clear that this browse page contained numerous movies that were not available at my chosen location. I returned to the list of movies to try another option and again it was not available. Upon seeing a movie that interested me, I clicked to get more information only to find that it was not available to reserve at my chosen location. On the website, I searched for my specific Redbox kiosk location and was shown a list of movies to browse. Why, you ask, was I doing this? I had wanted to walk to my nearest Redbox location, to get a little exercise and avoid an extra trip in the car, and grab a movie to watch that evening. Recently, I found myself pogo sticking through the Redbox website. The hub-and-spoke pattern of navigating from a routing page-a search-engine results page (SERP), section landing page, product-category page, or similar-to a page deeper in the site’s hierarchy, then immediately back to the routing page is referred to as pogo sticking. When people have problems finding content, both time and clicks are wasted hunting through extraneous pages on a site. ![]()
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