What is Progressive Disclosure?

Progressive disclosure is a technique used in the field of digital marketing, with its roots set deep within User Interface (UI) and User Experience (UX) design.

Essentially, progressive disclosure is an interactive design technique aimed to help users manage and handle complex information, systems or user interfaces, by simplifying the information that is presented at any one time.

The term was coined during the advent of computer systems to enhance user interaction and reduce the cognitive load on users while navigating software applications. Since then, it's migrated to online marketing and digital platforms, proving essential in presenting interface and product information in a digestible, user-friendly manner. The primary aim of progressive disclosure is to prevent users from being overwhelmed by presenting too much information all at once. Instead, the necessary information is gently unveiled as the user engages more with a product.

The adoption of this tactic usually leads to an improved conversion rate. By providing an easy-to-follow pathway and a less cluttered user interface, progressive disclosure aids a user's journey making customer onboarding and engagement flow smoother. Ultimately, it funnels customers towards conversion without causing distraction or intimidation.

Examples of Progressive Disclosure

1. E-commerce platforms: Businesses progressively reveal product descriptions, reviews, and related product recommendations as users scroll down the product page.

2. Mobile App Onboarding: Some mobile apps start with just basic user interface elements and reveal more features or functionalities as users navigate the app, making the onboarding process less overwhelming.

3. Software Tutorials: Complex software programs often use progressive disclosure in their tutorials, unveiling more advanced tools, features and options as users become familiar with the basic functionalities.

4. Website Design: Websites may display only basic options on the landing page, and then unveil detailed options only when users click on specific sections.

5. Interactive Infographics: Progressive disclosure is used in infographics, revealing more data or graphics as users interact with different elements of the infographic.

Marketing Tactics Similar to Progressive Disclosure

• Tunneling: This is a technique that guides users through a predefined path or process. It's similar to progressive disclosure in the sense of guiding users, but tunneling provides a more rigid user journey.

• Chunking: This is the process of breaking down complex information into smaller, manageable units. It has a similar aim to progressive disclosure, aiming to reduce the cognitive load on users.

• Information Layering: This is the technique of organizing and ranking information by importance. It's a more static way of presenting information compared to progressive disclosure, but also seeks to prevent information overload.

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