管理学和心理学的关系
The following is an extract from our book, Lean Websites, written by Barbara Bermes. Copies are sold in stores worldwide, or you can buy it in ebook form here.
以下摘录自Barbara Bermes撰写的《 精益网站》一书。 副本在世界各地的商店中都有出售，您也可以在这里以电子书的形式购买。
Why do people leave a website? There could be many reasons, such difficulty finding what they are looking for. But there’s a good chance users leave a site because it feels too slow to load. In this section, I want to draw some attention to psychology, and how it plays a big role in our perception of speed and performance.
人们为什么离开网站？ 可能有很多原因，很难找到他们想要的东西。 但是用户很有可能会离开网站，因为加载速度太慢了。 在本节中，我想引起人们对心理学的关注，以及心理学如何在我们对速度和性能的感知中发挥重要作用。
As psychologist Jeremy Dean points out, time doesn’t fly when we are having fun. When do we experience fun? Clearly, it’s not when we have to wait. Who likes to wait, especially in this world of constant news and response? Nowadays, people desire instant satisfaction and have very little patience. Amazon offers one-day delivery; a cab shouldn’t take longer than ten minutes to arrive. We’ve become a society where waiting is not acceptable anymore especially when it comes to the online world. When we visit websites, if we don’t get an instant response, a competitor’s site is just a click away.
正如心理学家杰里米·迪安(Jeremy Dean)指出的那样， 当我们开心时 ， 时间不会飞逝 。 我们什么时候体验乐趣？ 显然，不是我们必须等待。 谁喜欢等待，尤其是在这个不断获得新闻和回应的世界中？ 如今，人们渴望即时满足并且很少有耐心。 亚马逊提供一日交付； 出租车到达的时间不应超过十分钟。 我们已经成为一个社会，那里的等待已经不再可以接受，尤其是对于在线世界。 当我们访问网站时，如果我们没有立即得到答复，则只需点击一下竞争对手的网站。
A watched pot never boils. Minutes drag when we are bored.
有观察力的锅不会沸腾。 我们无聊时几分钟就拖了。
The problem with discussing website speed is that the perception of speed is very subjective and very context specific. What feels slow to me might not feel slow, say, to my father or my grandmother. We all have different expectations. For this reason, Chapter 3 will help us to formulate a definition of “too slow†with real numbers and data.
讨论网站速度的问题在于，对速度的感知是非常主观的并且非常特定于上下文的。 我觉得很慢，也许对我父亲或祖母不会很慢。 我们都有不同的期望。 因此，第3章将帮助我们制定“太慢”的定义。 与实数和数据。
David Maister, a former professor at the Harvard Business School, came up with a formula for the law of service. The formula of the outcome of several years of research provides a measurement on how waiting for a specific service affects customers’ perceptions of both the service provided and the actual product.
哈佛商学院的前任教授戴维·梅斯特(David Maister)提出了服务法的公式。 多年研究结果的公式提供了一种度量标准，用于衡量等待特定服务如何影响客户对所提供服务和实际产品的看法。
Maister’s formula states that Satisfaction = Perception – Expectation. In the context of web performance and serving content to site visitors, this formula raises the following questions:
梅斯特(Maister)的公式指出， 满意度=感知–期望。 在网络性能和向网站访问者提供内容的上下文中，此公式提出了以下问题：
What was actually served and presented to the visitor, and did the content satisfy the user’s goal? 实际提供给访客的内容是什么，内容是否满足用户的目标？ What was perceived by the visitor? 访客认为什么？ What did the visitor actually expect? 访客实际上期望什么？Imagine a situation where you visit a page and a loading indicator slowly moves from 5% to 10%. You’ll expect it to take a while to hit 100%. If the percentage unexpectedly begins to rise quickly to 95% and then 100%, you’ll be satisfied and happy, because your perception exceeded your expectation. Conversely, if the loading indicator goes up slower than you expect, you’ll experience an unpleasant feeling.
想象一下您访问某个页面并且加载指示器从5％缓慢移至10％的情况。 您可能需要一段时间才能达到100％。 如果百分比意外地Swift上升到95％，然后又Swift上升到100％，您会感到满意和快乐，因为您的感知力超出了您的预期。 相反，如果加载指示器的上升速度比预期的慢，您会感到不舒服。
In a nutshell, website visitors are satisfied when their perception exceeds their expectation, and dissatisfied when the opposite occurs.
简而言之，当网站访问者的感知超出预期时，他们会感到满意；而相反时，他们会感到不满意。
We need to acknowledge that the perception of website speed is a feelingsomething that is very subjective.
我们需要承认，对网站速度的感知是一种非常主观的感觉 。
For example, perception refers to how fast the user thinks your website is, rather than how fast it actually is. Most of the time, that’s almost more important than the actual speed of your website.
例如，感知是指用户认为您的网站有多快，而不是实际上有多快。 在大多数情况下，这几乎比网站的实际速度重要。
Generally, the perception of something being slow carries negative associations unpleasantness, boredom, irritation, confusion and so on. Speed, on the other hand, is associated with success, resulting in less frustration and irritation especially where the user is kept informed of progress.
通常， 对某事物缓慢的感知会带来不愉快，无聊，烦躁，困惑等消极关联。 另一方面，速度与成功相关，从而减少沮丧和刺激感，尤其是在向用户通报进度的情况下。
Given that your website’s loading time can be perceived as slow, it’s important to ensure that content is delivered as quickly as possible or at least that, during any delay, the user is kept busy and distracted, so that the experience doesn’t feel slow to them.
考虑到你的网站的加载时间可以被看作是缓慢的，它确保内容快速传递尽可能或者至少，任何延迟期间，用户在不停地忙碌和分心，使经验并不觉得慢是很重要的给他们。
There’s a great example that illustrates the problem of perception. The Houston airport received a lot of complaints from passengers that it took too long to get their luggage. Instead of making the hard working airport personnel work even faster to get the luggage out, the airport decided to change the way passengers perceived the waiting time to pick up their luggage. They extended the distance from the arrival gate to the baggage claim sixfold. While the airport personnel were busy moving all the luggage to the baggage claim, passengers were kept busy by walking. The time for the bags to come out hadn’t changed. However, as a result of perceived performance, complaints started dropping dramatically.
有一个很好的例子说明了感知问题。 休斯顿机场收到了很多乘客的投诉，他们花了太长时间才拿到行李。 机场没有让辛勤工作的机场工作人员更快地拿出行李，而是决定改变乘客感知的等待时间来领取行李的方式。 他们将到达口到行李认领的距离扩大了六倍。 当机场工作人员忙于将所有行李移至行李认领处时，乘客一直在忙于步行。 袋子出来的时间没有改变。 但是，由于表现出色，投诉开始急剧下降。
In the context of performance, when servicing customers, it’s important to manage and care about their expectations. Disney has done a fabulous job in managing expectations so the customer receives a positive outcome in their amusement parks. They have lineups that show you the expected waiting times, with a rather pessimistic estimate, so that customers get to the front of the line in a much shorter time than predicted. As a result, the customer feels more positive.
在性能方面，为客户提供服务时，重要的是管理和关心客户的期望。 迪士尼在管理期望方面做得非常出色，因此客户在游乐园中获得了积极的成果。 他们的阵容可以为您显示预期的等待时间，而估计却相当悲观，因此客户可以比预计的时间短得多地走上前列。 结果，客户感到更加积极。
So, how does this translate to servicing website visitors? We should set clear expectations by keeping them informed about the progress of their task. Show them the content they want to see in the fastest possible way; and, if waiting is required, show progress bars or other indicators to reassure them the website is still responding, and that they’ll receive the content that they requested.
那么，这如何转化为为网站访问者提供服务？ 我们应该通过让他们知道他们的任务进度来设定明确的期望。 以最快的方式向他们展示他们希望看到的内容； 并且，如果需要等待，请显示进度栏或其他指示器，以确保网站仍在响应，并确保他们将收到他们所请求的内容。
I’d like to mention respect, as I believe it’s an important factor in customer satisfaction. Ultimately, performance is about respect. Imagine you are made to stand in line for 20 minutes, only to find the cashier closing just before it’s your turn to be served. Frustrating, right? Couldn’t they have told you earlier? That’s where respect comes into play: the greater the respect shown for customers, the more likely they are to experience satisfaction.
我想提一提敬意??，因为我认为这是提高客户满意度的重要因素。 归根结底，表现就是尊重。 想象一下，您被安排排队20分钟，却发现轮到您了之前要关闭收银员。 令人沮丧吧？ 他们不能早点告诉你吗？ 这就是尊重的体现：对客户的尊重越大，他们越会感到满意。
We’ve all abandoned a service before. Standing in an unmoving line will make us impatient, until we give up and quit. We leave the queue and don’t finish the task we actually wanted to accomplish. We experience frustration and disappointment. The same can happen with websites. If users consider your website helpful and fast, they’ll stay and finish their task. Otherwise, they’ll leave your site without completing their task. Therefore, the abandonment rate is probably the safest and most honest judgement you can get from your users on how satisfied they are with your service.
我们之前都放弃了服务。 站在不动的队伍中会使我们不耐烦，直到我们放弃并退出。 我们离开队列，没有完成我们真正想要完成的任务。 我们感到沮丧和失望。 网站也可能发生同样的情况。 如果用户认为您的网站有用且快速，他们将留下并完成任务。 否则，他们将离开您的网站而没有完成任务。 因此，对于用户对您的服务的满意度，您可以从用户那里得到最安全，最诚实的判断是放弃率 。
There are many statistics and case studies demonstrating that abandonment behavior of users is due to poor performance. Ecommerce websites are hit the hardest. Stiff competition forces site owners to pay close attention to speed and execution. If your shopping cart doesn’t load fast enough, your users might just move to a competitor’s site.
有许多统计数据和案例研究表明，用户的遗弃行为是由于性能不佳所致。 电子商务网站受到的打击最大。 激烈的竞争迫使网站所有者密切关注速度和执行力。 如果您的购物车加载速度不够快，您的用户可能只是移至竞争对手的站点。
Here are some real-world statistics and numbers that prove how important speed is in a world of invaluable instantness:
以下是一些现实世界的统计数据和数字 ，这些数据证明了在瞬息万变的世界中速度是多么重要：
Amazon calculated that a page load slowdown of just one second could cost them $1.6 billion in sales each year 亚马逊计算得出，页面加载速度仅降低一秒，每年可能会使他们的销售收入减少16亿美元 Almost 40% of online shoppers abandon a website that takes more than 3 seconds to load (Gomez) 几乎40％的在线购物者放弃了耗时超过3秒的网站(Gomez) 79% of online shoppers will not return to a website after a disappointing experience due to poor performance (KissMetrics) 由于效果不佳而令人失望的体验后，有79％的在线购物者不会返回网站(KissMetrics) A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions (Aberdeen Group) 页面加载时间延迟1秒意味着页面浏览量减少11％，客户满意度降低16％，转换损失7％(Aberdeen Group)Perceived web performance involves how we, as humans, experience and respond to the performance of a system.
感知的网络性能涉及我们作为人类如何体验和响应系统性能。
The following graph shows how different response times of systems effect our brain, and how our brain deals with them, resulting in different emotions:
下图显示了系统的不同响应时间如何影响我们的大脑，以及我们的大脑如何处理它们，从而产生不同的情感：
Figure 1.1. Perceived performance in milliseconds, and how our brain reacts[
图1.1。 以毫秒为单位的感知性能，以及我们的大脑如何React[
We feel instant perception around a 100ms delay 我们感觉到大约100毫秒延迟的即时感知 A slight perceptible delay occurs between 100ms and 300ms 在100毫秒至300毫秒之间会出现轻微的可感知延迟 We definitely feel a perceptible delay under 1000ms (1s) 我们肯定会感觉到1000ms(1s)以下的延迟 After 1 second, we feel that a mental context switch starts 1秒后，我们感觉到心理环境开始了 After 10 seconds and more, the abandon rate goes up and the user tends to leave the site 10秒或更长时间后，放弃率上升，用户倾向于离开该站点A mental context switch happens when the user abandons the original purpose of coming to the site. They most likely are no longer interested in finishing their initial task.
当用户放弃访问网站的初衷时，就会发生思维上的上下文切换 。 他们很可能不再对完成最初的任务感兴趣。
While each user will have a different tolerance for delay, we can expect a scale of perception for a typical user based on the data referenced above.
尽管每个用户对延迟的容忍度都不同，但基于上述数据，我们可以预期一个典型用户的感知程度。
The research really outlines the need to avoid any kind of delay as much as possible. Ilya Grigorik, a web performance advocate at Google, calls it the 1000ms time to glass challenge. In order to fully satisfy your user’s expectation, you have around 1000ms for your content to travel from your server to the user’s glass (screen).
该研究确实概述了尽可能避免任何延迟的需求。 Google的网络性能倡导者Ilya Grigorik称其为1000毫秒的制作时间？ 挑战 。 为了完全满足用户的期望，您的内容大约需要1000毫秒才能从服务器传输到用户的玻璃(屏幕)。
If you want to achieve a fast experience for your users, you need to understand what aspects could harm such a goal.
如果您想为用户带来快速的体验，则需要了解哪些方面会损害该目标。
Making users happy when your site is responsive and fast, and reducing operational and server costs by serving fewer bytes over the wire, are not the only benefits of focusing on performance. Google has made it official that their search ranking algorithm takes page speed seriously, organising search results on that basis. This goes back to a blog entry Google posted in 2010, stating that œusers place a lot of value in speed”that’s why we’ve decided to take site speed into account in our search rankings.
当您的站点响应Swift时，使用户感到满意，并通过在线提供更少的字节来减少运营和服务器成本，并不是专注于性能的唯一好处。 Google 正式宣布其搜索排名算法会认真考虑页面速度，并以此为基础组织搜索结果。 这可以回溯到Google在2010年发布的博客条目 ，指出“用户在速度方面具有很多价值”，这就是我们决定在搜索排名中考虑网站速度的原因。
This is especially important when you have to deal with a lot of competitor products and websites. Being faster than your competitors definitely puts you ahead of the curve when somebody is googling for a service that you offer.
当您必须处理许多竞争对手的产品和网站时，这一点尤其重要。 当有人在谷歌搜索您提供的服务时，比竞争对手更快的速度肯定会让您领先一步。
The Alexa rank measures the popularity of a website against all the other websites on the Web. Alexa’s metrics are based on page views and visitors to those sites.
Alexa等级衡量一个网站相对于Web上所有其他网站的受欢迎程度。 Alexa的指标基于这些用户的页面访问量和访问者来确定。
Some research has recently been done on top-ranked pages and their speed, investigating whether or not the popularity of a website correlates with theStart Render time. Start Render time will be discussed in more detail in Chapters 3 and 4, but for now, let’s say it’s a metric that records the time when the browser starts to œpaint content on the screen. It’s a helpful measurement in the context of perceived performance. If users can see content, it makes them feel that the website is ready to be browsed. However, the Start Render time only indicates that the page content has started to load, so even if users can view content, they may not actually be able to interact with it yet.
最近，对排名靠前的网页及其速度进行了一些研究 ，以调查网站的受欢迎程度是否与“ 开始渲染”时间相关。 “开始渲染时间”将在第3章和第4章中进行更详细的讨论，但就目前而言，它是一个记录浏览器开始在屏幕上绘制内容的时间的指标。 在感知性能的情况下，这是一个有用的度量。 如果用户可以看到？ 内容，使他们感到该网站已准备好进行浏览。 但是，“开始渲染”时间仅表示页面内容已开始加载，因此，即使用户可以查看内容，他们实际上可能仍无法与其进行交互。
翻译自: https://www.sitepoint.com/the-psychology-of-speed/
管理学和心理学的关系
