Motivation drives the search for health information and influences the user experience of a website.56, 57 Understanding your audience’s motivations will help you create actionable, tailored health content that meets their information needs and expectations.
Users want the answer to a question
Most people have a specific goal in mind when they come to your site. Usually, they’re trying to answer a question.25, 53, 58 And people typically don’t stay long — on average, users spend about 52 seconds on a webpage,59 but they make their decision to continue browsing or leave the site within the first 10 to 20 seconds.60 That’s why it’s so important to do research with your audience to find out what the question is they’re trying to answer. Then you can decide on the best way to provide that information.
Focus on behavior
Start by introducing the behavioral objective. Users want actionable and specific behavioral guidance.51, 61, 62, 63 In other words, tell your audience what to do and how to do it. Focus on behavior rather than background information and statistics.
