Originally published on CUInsight.com
Read this post to get a whole lot of bad advice.
You’re still here? Wonderful. Because I didn’t give up the whole story. I am giving bad advice, but then we will learn about the better alternatives. And, we will discuss why that advice was bad. Turns out, there’s a lot of it, so the discussion will be split into a couple of parts. To start…
…Let’s focus on your website, as it is the face of your institution for most of your members most of the time. It’s like a branch…does that sound familiar?
Bad Advice: Fewer clicks are better
In the early days of the World Wide Web, everything was slow. Browsers were slow. Modems were slow. Even turning on your computer was a timely process. If a website took under 20 seconds to load, things were great. And now I have to click to another one? Ugh. I have plans tonight, you know!
Today, your phone, computer, and internet connection are each hundreds, if not thousands, of times faster than those original setups. If a site doesn’t load in 4 seconds, the majority of people are gone. It’s easy to tap or click your way dozens of links down a rabbit hole of “10 best” or YouTube related shorts with almost no delay. Just ignore the fact you burnt 3 hours of your life watching a chameleon walking across a branch, then a cat wearing a hat of its own fur (this exists).
While we may waste time online, very little of it is dedicated to waiting.
Give your members the right information to set their expectations properly. If a banner directs to a program, have a page presenting what they can expect, then guide them to applying/shopping/registering. If you were on Amazon and clicking on a product took you to the shopping cart, it’d be off-putting. Don’t do that to your members. Embrace the clicks, within reason.
Bad Advice: Information Can’t Be “Below the Fold”
Back in the day, scrolling was miserable. If you were cool, you had a sticky, dirty gray wheel wedged in your mouse. Otherwise, scrolling meant clicking a tiny arrow on the side of the screen. What. A. Pain. As a result, websites were made to fit within the most common screen dimensions of the day (800×600 or 1024×768). This meant a lot of info squeezed in a small area. I’ll admit. Many of our company sites years ago were sticklers to this concept. We still try to make pertinent information immediately prominent, but if scrolling makes a cleaner, more explanatory process, we’ll do it.
Today, who doesn’t scroll? Touchpads allow easy scrolling. All mice have a wheel or swipe area. Phones and tablets are built on scrolling. It’s second nature now. Which means your members are accustomed to doing it. Your webpages can go down, it’s ok.
General rule: If it’s essential, put it up top. If it’s explanatory, let it go below.
Bad Advice: Changing Passwords Often Improves Security
Wrong. Wrong1. Wrong123. Wr0ng2017. Fido.
How many sites do you sign in with the same password? If the answer is “none”, then you’re obviously using a password manager, or they’re written down on your desk. If the latter, get rid of that list. More than likely, you reuse your favorite password everywhere. It’s ok. You’re not alone. Passwords stink.
This piece of bad advice is my biggest pet peeve. Until recently, it was the official recommendation of the Federal Government, and is still policy at many credit unions (kudos to VyStar, who only offered partially bad advice…smiles!). I actually got into an argument with one of the largest CUs in the US for suggesting it. I’m sorry for their members.
If I asked you to make a complicated password, what would it be? Random letters and numbers (impossible to remember)? A common word with a 1 at the end (possible)? A pet’s name (likely)?
Now, imagine I told you to change it every three months, “in the name of security”. Would you come up with a more complicated password, or a simpler one? Research has shown the latter to be true. If “MyPetIsTheMostAwesome2016” was your original, perhaps the new one would be, “MyPetIsTheMostAwesome2017”. Until they say it has to change more than that. So then you use, “Pet2017”. For the next cycle, you use “p3t2017”. And few months later, you just gave up and wrote it on a post-it note stuck under your desk.
“Security experts” (despite being Norton, their advice is awful) claimed that changing your password ensured it was safe. As if passwords are slowly degrading over time. Wrong. They’re either compromised or they’re not. If you have a long, complicated, but easy-to-remember password, stick with it (unless that service said their data was hacked). My favorite comic, xkcd, has a popular post about this topic. Go there, then tell me your password doesn’t include a correct horse with a battery staple. Do it.
In the interest of time, let’s end part one here. Did any of this advice surprise you? Have you been told the opposite by your co-workers, superiors, or trade associations? Comment here, and I’ll help connect you with the resources to educate them the right way. Hey, we can all be wrong. It’s what we do when realizing.
What other bad advice do we have to look forward to? Option overload, one final point about password strength, and those annoying “are you sure you want to continue” pop ups on your website!