The Scent of Information: Give Users the Confidence to Click
Strengthen user navigation by crafting link text that acts as a reliable promise.
1Understanding Information Foraging
Users navigate websites like animals foraging for food, constantly assessing if their current path yields results. This information foraging model suggests that every click is a judgment call. If the scent of information is strong, users proceed; if it is weak or misleading, they backtrack or abandon the site entirely.
2Links as User Promises
Navigation links are not merely labels; they function as promises regarding destination content. When a destination page meets the expectation set by the link, the information scent intensifies. Conversely, if the page fails to deliver, the scent breaks, causing users to lose confidence in the navigation and the overall interface.
3The Power of Front-Loading
Eye-tracking research by Jakob Nielsen indicates that the first two words of a link, approximately eleven characters, carry the most navigational weight. Designers should prioritize action-oriented and topic-specific words at the beginning of the label. Placing critical information at the start ensures users grasp the destination's purpose before scanning further.
4Avoiding Vague Terminology
Specific, non-overlapping terms are essential to prevent user hesitation. When two links have ambiguous or overlapping labels, users struggle to make a confident choice. Designers must avoid branded or invented terminology that deviates from established conventions like 'Contact Us' or 'About,' as these familiar terms provide immediate, recognized meaning to users.
5Accessibility and Usability Pitfalls
Using 'click here' as link text is a critical failure for both usability and accessibility. Users relying on screen readers encounter a sequence of identical prompts, providing no context for the destination. Effective link text must describe the destination itself, ensuring that all users can navigate the interface with clarity and confidence.
6Intranet Navigation Challenges
Organizations frequently populate intranets with internal jargon, project codenames, or departmental labels that are opaque to outsiders. This practice creates significant barriers for new team members attempting to orient themselves. Applying plain-language principles to internal systems is vital, as the intranet often serves as the primary tool for employee productivity.
7AI and Content Generation
While AI writing tools can draft link text rapidly, they often default to generic phrases like 'Learn More' or 'Read About.' These outputs frequently lack the specificity required to maintain a strong information scent. Designers must manually audit generated labels to ensure they front-load specific words and make honest, accurate destination promises.
8Strategic Navigation Design
The scent of information is a fundamental metric for successful UX design. By aligning link text with destination content and prioritizing clarity over cleverness, designers minimize user effort. Consistent, specific, and accessible navigation builds trust, ensuring that users can efficiently reach their goals without feeling overwhelmed by the digital information landscape.
Original article: UX Daily — The Scent of Information: Give Users the Confidence to Click