Chapter 6: Forgiveness

Sooner or later, something will go wrong with your website. Servers go down, people make mistakes, and the unforeseeable happens. In such situations, it’s helpful to have your audience’s goodwill on your side so they will more easily overlook a temporary shortcoming and maintain trust in your brand.

As we’ve seen in previous chapters, your audience performs an internal cost/benefit analysis every time you ask them to complete a task. The results of this internal assessment determine whether or not a user acts. When something goes awry and your audience is inconvenienced, there is a risk that users will suddenly perceive the costs of using your ...

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