In less than a week, Google, Twitter and LinkedIn announced “button strategies” – making it simple to deploy platform-specific actions on other sites.
The seemingly basic news means each site can be distributed broadly across the web, keeping users connected to their sites through simple, lightweight user actions.
The Heft of Lightweight User Actions
Lightweight user actions make it simple for users to do things like register at a site using OAuth with the push of a button or view photos on a lightbox – eliminating clicks and all without leaving a page.
Facebook tapped the power of lightweight user actions when the site retired “fan” and made Like the single action across the site to connect to a page or to promote content.
This was more than semantics. Facebook statistics showed users would like something much more frequently than they would become a fan of something – as much as a two to one ratio. Consider this concept when applied to Facebook’s more than 700 million users.
Button, Button Who’s Got the Button?
And the button strategies unveiled by each site are designed to make them as much a distribution hub as a destination – without losing traffic, but increasing site participation and encouraging certain user behavior.
Lightweight user actions can be applied offline. What are other ways to make it easier than ever for customers to do something? Eliminating the friction from the customer experience through concepts like this can go a long way.
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