According to Jared Spool, users browse websites using a Move-Forward-Until-Found Rule:
"...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..."
Trigger words is what makes users dig in to a site - words that contain the essential elements that provide the motivation to continue with the site.
In a study where the test participants were first interviewed about what they hoped to find on a number of large websites, UIE found that when the participants were successful in finding their target content, the words that they used in the interview appeared 72% of the time on the site's front page. When they where unsuccessful, their words appeared only 6% of the time.
UIE also found that when the participants didn't find any trigger words, they were far more likely to use the site's search function.
- The article The Right Trigger Words
- December 13, 2004
See also: Navigation (44) Text (14) Research (88)