Old Myths in Marketing Still Persuading Stakeholders in 2020: A UX Perspective
In the rapidly evolving landscape of digital marketing and user experience (UX), staying current is essential. However, despite the clear advancements in technology and research, some outdated beliefs persist—sometimes influencing strategic decisions and stakeholder expectations. As a UX professional with firsthand experience navigating these conversations, I’ve observed that certain marketing myths continue to be widely circulated, even years after their validity has been questioned.
One common example is the so-called “3-click rule,” which suggests that users should be able to find what they need within three clicks. Originally rooted in early web design principles, this guideline has outlived its usefulness. User behavior studies now show that the number of clicks isn’t as critical as the overall ease of navigation and the relevance of content provided. Users are willing to click multiple times if they trust the process and find value along the way. As such, insisting on a strict three-click limit can lead to unnecessary compromises in design.
Similarly, the concept of “above the fold” remains a staple in marketing and web design conversations. Traditionally, this phrase refers to the portion of a webpage visible without scrolling. The belief has been that all essential information must be placed above this line to capture immediate attention. However, with the proliferation of mobile devices and responsive design, the idea of a fixed “above the fold” zone has become obsolete. Users now scroll extensively, and their attention can be captured through well-structured, engaging content regardless of its position on the page.
These misconceptions underscore a broader tendency to cling to early web design heuristics that have been challenged by recent research into user behavior. As marketers and UX practitioners, it’s vital to separate outdated notions from proven strategies. Modern user expectations emphasize relevance, usability, and context rather than rigid rules like the three-click threshold or the importance of above-the-fold content.
In conclusion, staying informed about the latest research and behaviors in digital engagement helps avoid reliance on myths that no longer serve our audiences. Continuous education and critical thinking are essential to crafting user-centered experiences that meet current standards, rather than outdated or unsupported conventions. Moving beyond these myths enables us to develop more effective, flexible, and engaging digital strategies that truly resonate with users today.
