Large numbers of visitors for a particular search term is not in itself a positive thing. We always have to ask the question why? One of the most popular search terms within the OECD website is “CEE countries.” Which is a bit puzzling because the OECD doesn’t have any particular […]
Links are signposts. They are promises to the customer. They must tell customers where they are going and what they will get when they get there. The essential problem with the Frequently Asked Question is that it is not useful or helpful. We were testing a task with a bunch […]
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, most customers don’t even know what an FAQ is. That certainly came as […]