Web management's biggest issue: confusing menus and links - Gerry McGovern

No other single factor causes greater customer frustration and dissatisfaction than confusing menus and links.

The root cause of most confusing menus and links is organizational language and thinking. Take, for example, the FAQ. Over the years, I've found that most customers don't even know what an FAQ is. That certainly surprised me because I thought everyone knew that FAQ meant Frequently Asked Questions. I thought everyone knew that, just like everyone knows that the logo is a link to the homepage.

However, the FAQ has a deeper problem. From a customers' perspective it is essentially a useless link. It is a classic example of organization-centric language. I was trying to renew my TV license recently and was offered two choices: General FAQs and Online Service FAQs...

Source: www.gerrymcgovern.com Posted by beebee 645 days, 19 hours, 35 minutes ago
Tags: Content, links, navigation, Usability category: Content & Communication
Clicked: 14

No comments yet, be the first one to post comment.

To post your comment please login or signup
Top