Deceivingly Strong Information Scent Costs Sales
Jakob Nielsen writes on the need to provide the right content in the right place. He uses the information foraging theory to explain why having the right content in the wrong place can backfire. "[F]or example, users were looking for a baby seat for their car, and quite logically looked in the automotive section of one of the sites we were testing. No baby seats there, so no sale. Users assumed that the site didn't sell the product they needed because it wasn't in the category where they assumed they'd find it." His solution: provide contextual cross-references and clear labeling.Permalink | Tuesday, August 03, 2004
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