Why Don’t People Convert, Follow Your Onboarding Process, or Use Your Features Correctly?
The answer might be simpler than you think: they just don’t understand you.
But there’s good news! A single, proven trick can help make your messaging six times clearer and significantly improve user engagement.
The Discovery
In 1994, the Railway Technical Research Institute in Japan conducted a fascinating study. Workers were asked to complete a basic task, and their performance was measured. Here’s what they found:
- Initial Performance: The workers made 2.38 errors per 100 actions when completing the task.
- The Improvement: When the workers were instructed to call out their actions aloud and point to what they were doing, the error rate dropped by over six times!
This principle—known as the Calling-and-Pointing method—is now widely used in Japanese railways and other industries to reduce errors and enhance clarity in complex or repetitive tasks.
How Does This Apply to You?
The same principle can be adapted to digital experiences:
- Onboarding processes.
- Landing pages.
- In-app tutorials or feature explanations.
What Is the Calling-and-Pointing Principle in Digital Terms?
It’s about making your instructions and user pathways:
- Clear: Explicitly tell users what action to take and why.
- Contextual: Use visual cues (like arrows, highlights, or animations) to “point” users in the right direction.
- Reinforced: Combine text, visuals, and interactivity to eliminate confusion and guide users step-by-step.
For example:
- Onboarding: Use step-by-step walkthroughs that visually point to each feature and clearly explain its purpose.
- Landing Pages: Highlight the call-to-action (CTA) button with contrasting colors, animations, or a brief explanation of what happens after clicking.
- In-App Features: Provide tooltips or micro-interactions that guide users through features and make them feel confident about their actions.
Why This Works
The Calling-and-Pointing method works because it reduces cognitive load and prevents users from making assumptions or errors. By explicitly showing and telling users what to do, you:
- Increase their confidence.
- Improve their understanding of your product.
- Lower their frustration, making them more likely to stick around.
Are You Using This in Your Product?
Take a moment to evaluate:
- Does your app or website guide users step-by-step in a clear and engaging way?
- Do you use visual cues to direct attention to key actions or features?
- Does your onboarding process reinforce clarity at every step?
If not, it’s time to incorporate the Calling-and-Pointing principle into your design strategy.
Source: Japan Times