The Right Trigger Words - The Diigo Meta page

• 05 Jun 12
  

  ommo315
  • When dealing with information, a web page can do only one of two things: either  it contains the content the user wants or it contains the links to  get them to the content they want. If a page doesn't follow this rule, then  the users stop clicking and they aren't likely to find their target content.
  • It turned out that users were far more successful at finding their targets  when the description words, which they told us before they saw the  site, appeared on the home page.
  • In the tasks where users successfully found  their target content, the description words appeared on the home page 72% of  the time. When users were unsuccessful, their words only appeared an average  of 6% of the time on the home page.
  • This study indicates that  if those trigger words are found on the home page, users are far more likely  to get what they are looking for.
  • Trigger Words as Search Keywords
  • In fact, when users did eventually go to Search, they almost always typed  one or more of the description words as their search terms. It makes sense  to us that users would use their description as their search term. This was  when we realized the failed searches in a site's search log are important clues  to understanding the users' trigger words.
  • Since many of Analog Device's customers  are engineers looking for information about components to build into their  products, the company has focused on making sure their trigger words appear  on the home page. Instead of having to guess what major category a particular  component falls under, the engineers now can quickly pick the closest component  out of a list, going directly to the content they desire.
  • How do you find out what your users' trigger words are? Well, you start by  asking them.
  • Visiting your users in their natural environments is a wonderful way to start.
  • We've found that personas are a great way to communicate trigger words to  everyone on the design team.
  • A persona is a detailed description of a user  the team wants to ensure is successful on the site. Listing, within the persona,  the trigger words that person would use helps the designers understand how  the users' own language will impact the final design.

  • This powerful trio -- field studies, personas, and usability testing -- are  a great way to start identifying the trigger words that work for your users.

     
  • The purpose of every link is to move users forward. Each link needs to give  off enough "scent" to clue the user into the content to follow. That scent  comes from the trigger words. When creating new content, the designers' most  important task is to ensure that the links to that content contains the right  trigger words.

  11 more annotations...

• 28 Sep 11
  

  Sebastian Wolf

  textgestaltung

• 10 Jun 11
  

  Steve Archbold

  copywriting usability navigation keywords findability trigger words

• 20 Jun 10
  

  Alex Hill

  call-to-action

• 11 Mar 10
  

  Julia Pellicciaro

  triggerwords keywords informationarchitecture copywriting

• 24 Dec 09
  

  John Alton

  bookmark usability navigation design ia webdesign search keywords

• 09 Dec 09
  

  julieharpring

  Another interesting fact from that study: In those tasks where the users didn't find their target, they were far more likely to use the site's Search function than in those tasks where the description words appeared on the home page. When the words did appear, users usually clicked on the associated links instead of using Search.
  
  In fact, when users did eventually go to Search, they almost always typed one or more of the description words as their search terms. It makes sense to us that users would use their description as their search term. This was when we realized the failed searches in a site's search log are important clues to understanding the users' trigger words.

  findability

• 

  Brendan Rohan
• 

  Craig Lee

  usability webdesign search ia December 2009 delicious

• 13 May 09
  

  Mike Evans

  MMCPA CTA user-experience

• 24 Mar 09
  

  bobby burdette

  User_Experience

• 20 Mar 09
  

  amit_e

  words to call action Trigger

• 31 Jan 09
  

  Simone Economo

  "When dealing with information, a web page can do only one of two things: either it contains the content the user wants or it contains the links to get them to the content they want. If a page doesn't follow this rule, then the users stop clicking and the

  webdesign webdev user usability experience seo interaction ui search word ux trigger for:andreagandino for:ukinomao for:laburno

• 27 Mar 08
  

  Frederik Van Zande

  copywriting marketing navigation trigger_words web_marketing

• 06 Dec 07
  

  emapey

  usability keywords

• 21 Aug 07
  

  zomigi

  article content keywords navigation search usability

• 20 Apr 07
  

  Kevin O'Gorman

  Accessibility Informationdesign Usability findability

• 18 Apr 07
  

  xgavin

  words words words

  design development marketing search usability web ia ux

• 20 Feb 07
  

  epharma

  copywriting

• 26 Oct 06
  

  David Leal
  • When dealing with information, a web page can do only one of two things: either  it contains the content the user wants or it contains the links to  get them to the content they want. If a page doesn't follow this rule, then  the users stop clicking and they aren't likely to find their target content.
  • Trigger words are the words and phrases that  trigger a user into clicking. They contain the essential elements to provide the motivation to continue with the site.
  • users were far more successful at finding their targets  when the description words, which they told us before they saw the  site, appeared on the home page
  • In those tasks where the users didn't  find their target, they were far more likely to use the site's Search function  than in those tasks where the description words appeared on the home page.
  • when users did eventually go to Search, they almost always typed  one or more of the description words as their search terms
  • the failed searches in a site's search log are important clues  to understanding the users' trigger words
  • Since many of Analog Device's customers  are engineers looking for information about components to build into their  products, the company has focused on making sure their trigger words appear  on the home page.
  • We've found that personas are a great way to communicate trigger words to  everyone on the design team.
  • Listing, within the persona,  the trigger words that person would use helps the designers understand how  the users' own language will impact the final design.

  •  How do you find out what your users' trigger words are? Well, you start by >   asking them. >

     

    Visiting your users in their natural environments is a wonderful way to start.
  • In addition, we've never conducted a usability test that didn't yield tremendous  insight into how users react to the links the team is using. It becomes obvious  immediately when links are missing the clues the users need to go forward.

  9 more annotations...

• 12 May 06
  

  Cari Rottenberg

  ia interface design findability

• 22 Apr 06
  

  Stan Skrabut

  scent words

  webdesign usability marketing Navigation for:jodycb for:vandervliet

• 17 Feb 05
  

  Usability :: Scent of Information

• 09 Jan 05
  

  usability informationArchitecture SEO development design

• 24 Dec 04
  

  Rafael Robayna

  article design interface usability search

• 16 Dec 04
  

  yogo94
• 14 Dec 04
  

  Are Halland

  Jared Spool om bruk av "trigger-ord" på forsida for å gi betre informasjonsteft.

  copy infoteft lenker search delicious

• 09 Dec 04
  

  j winther

  The purpose of every link is to move users forward. Each link needs to give off enough "scent" to clue the user into the content to follow. That scent comes from the trigger words.

  Design_IA Hypertekst Kommunikation

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