Labour illusion
Showing the work being done on someone’s behalf raises perceived value, even when it means waiting.
Where it applies
Two of the eight page areas.
How to use it
Three ways to use it, and one to avoid.
- Have product finders and quote tools show what they are checking while they work, such as “matching against 240 products”.
- List what was considered once the work is done.
- Use it only where real work is happening and the results are good.
- Avoid: artificial delay, or a staged progress display that misrepresents what the site is doing.
What the research found
People preferred a site that showed its effort, even with a wait.
When customers and cooks could see each other, customer-rated quality rose by 22%.
Five experiments with simulated travel and dating sites found people preferred a site that showed its search effort, even with a wait, to an instant one giving the same results. In later food-service field studies, letting customers and cooks see each other raised customer-rated quality by 22%. No independent replication or live ecommerce test was found.
Key research
Two sources, each checked.
Last reviewed
Before you use it · UK law
The work shown must be real: a staged progress display that misrepresents what the site is doing risks being a misleading practice under the DMCC Act 2024. Do not add artificial delay.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.