Users are lazy. They follow the path of least resistance. When these paths are trampled through ornamental flower borders (“Desire lines”) then you know the flowers were planted in the wrong place.
It’s your job to make your desired outcome follow the path of least resistance.
- AVG Antivirus offer a free version of their software (which is great). But the pay versions are on the path of least resistance. Clever! It’s better if you know the “secret” URL free.avg.com, but there are still worry-related upsells on this path (see Pride)
- freecreditreport.com point out on their homepage that they are not the true “free” credit report people (that would be annualcreditreport.com) but the text is designed to disappear – it’s in a visual dead spot and surrounded by much more attractive targets. So users can easily end up with a monthly subscription deducted from their credit card. Smart! Evil!