Users pursue their own interest and reject whatever the site tries to push

“Users want to construct their own experience by piecing together content from multiple sources, emphasizing their desires in the current moment. People arrive at a website with a goal in mind, and they are ruthless in pursuing their own interest and in rejecting whatever the site is trying to push.” – Jakob Nielsen

Read Jakob’s article “Writing Style for Print vs. Web” for his thoughts on how writing for the web requires a distinct content style.

Catriona Shedd

I am a User Experience Designer with a passion for making people’s lives better through design. I have helped over a dozen organizations obtain a competitive advantage by delivering great user experiences across desktop, mobile, tablet and other channels.

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  • I am not so sure this is true. There is an entire industry that has been created out of persuasion marketing and with the tools available to online marketers I think there is increasing influence over the user. Take stumble upon as another example. You can argue that this is the users goal but surely the site has the power. I think in this case Neilsen is outdated.