Product & design · Writing & communication
Information scent.
The clues that help someone estimate whether a link or information source will lead to what they need.
Useful when people hesitate over vague navigation or link labels.
“Improve the information scent of these links so readers can predict which one explains refund eligibility.”
A closer look
Labels, nearby descriptions, and context all shape a reader’s expectation of the destination. A link named “Refund rules” offers more useful clues for that task than “Explore.” A clear label can also help readers recognize that a link is irrelevant and avoid a wasted visit.
Put it to work
“Replace “Learn more” with a link label that identifies the comparison the reader will find.”
A useful distinction
A catchy label may attract clicks while giving poor clues about the destination. Click volume alone does not establish good information scent.