（魚拓）情報を隠すということ - japan.internet.com
Conscious of information dissemination
In designing and building websites, there is occasionally a philosophy of intentionally hiding or not displaying information. The main reasons for hiding information are as follows:
1. To make users think "I want to know more information" and increase the number of inquiries.
2. To prevent users from taking actions related to that information (such as hiding the phone number for the call center).
3. Because that information is not beneficial to users (such as hidden fees for service applications).
However, based on our extensive experience in usability testing, this strategy has rarely been successful. Instead, it often leads to negative effects such as users saying "There is no desired information on the site, so I won't look at it anymore" (and then moving to a competitor's site), "Other sites provide more detailed information, so I will refer to them," "It seems like they are intentionally hiding information. How terrible."
It is the responsibility of website operators to provide the information that users want to know as accurately as possible.
Manipulating the amount of information given to users and using traditional marketing methods to bring about changes in user behavior are becoming less effective on the internet.
Especially in recent years, with the emergence of platforms such as blogs, Q&A sites like , and community sites like mixi, the barriers to personal information dissemination have been lowered. As a result, the information that users need is mostly available online, and the trustworthiness of the information provided by companies is being eroded.
In an already uncertain landscape of information provided by companies, it is only natural for users to feel uncomfortable if companies deliberately choose not to provide information.
In fact, we have a case where one of our clients had the philosophy of hiding information to encourage inquiries. However, based on the results of usability testing on their own website, they made a significant shift in policy to "provide as much information as possible to encourage inquiries." As a result, the number of inquiries increased by about 30%, and the quality of inquiries became more advanced and closer to conversion.
The website exists for the users, so properly providing the information that users need is the shortcut to achieving results.