Respect User's Time for Better Satisfaction Rates

I was a member of a team earlier this year that conducted a competitive analysis in which we examined user satisfaction rates for two websites. While task success rates were not significantly different, task times were.

We were able to correlate this to a positive reponse to the question "Would you recommend this site to your friends?". Shorter task times meant that users were more likely to promote your site.

So, optimizing task times may be an important part of building a network of site promoters. More to come as I conduct additional studies this fall.