How Google answers “why” questions to gain its user’s trust

The team at Google has mastered the art of providing users just enough information to encourage them to use their digital products. In this post, I analyze how they have used explanations to make it clear that the customer will benefit by giving consent to their privacy policy.

The human communication process consists of explanations. 

When I explain something to you, I give you the ability to tap into a deeper understanding of my motivations. 

Research has been conducted to explain this phenomenon in Psychology and Neuroscience. You can read more about this in this post How to enhance customer trust: Understanding how humans think.

I recently came across this concept in practice while using Google Analytics. I was astonished as I realised that the company had successfully convinced me to believe that their ‘product’ – data policies – was created to benefit me, the user. 

Analysis of Google’s explanations

In the Account Data Sharing Settings section, I was required to give Google consent to Google to store my data.

The first thing worth taking note of is the type of language Google uses.

Speak to the user in a language they understand

Rather than providing me a long list containing technical terms describing what information they will be collecting (e.g hit, bounce, impressions, etc.), they frame the information in how it will add value to me (e.g benchmarking).

Put another way

It’s more beneficial for me to know how my website is doing in relation to others (benchmarking), than it is for me to know know what data they will need to be able to do this (hit, bounce rates).


Takeaway

It’s not good to just provide an explanation to the user about everything you’re doing. Rather, ask yourself what value the activity you’re doing provides to the user, and articulate that.

Guide the user

The second thing I noticed was the way that Google pre-selected 3 of the options. 

This serves the following functions:

• Lets the user know which options to select. This technique is especially useful in specialised areas that your typical user may not be familiar with.

• Selecting only some of the options gives the user the feeling that they still have control over their selection. (See control as a heuristic of UX).

Takeaway

Lead your users the ideal way to use your products. This prevents the user from feeling overwhelmed by the new information.

But do not do everything for the user. For a user to feel comfortable trusting you, it’s important that they feel like they still get to decide if they want to follow your lead.

Conclusion

Using explanations in your digital products is one of the ways to improve your user’s experience.

Explanations give you the ability to show the customer why they can trust you. Similar to how it’s easier to understand someone who says “I’m going to be late for our meeting because I had to pick up my sick child from school.” compared to just saying “I’m going to be late for our meeting.”

Where else have you seen explanations used effectively?