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Problem

Text hyperlinks must be made predictable and understandable in terms of the Web pages to which they link. Otherwise, when browsing, customers will repeatedly follow links, arrive at something that doesn't interest them, and continually “pogo” back and forth in frustration.

The text of a link is a preview of the linked page. Your customers should be able to guess the content of the linked page before they click on a link. In fact, researchers at PARC[3] have developed a notion of how people follow links called information scent. The basic idea is that given a link, its text, its location, and the previous pages they have seen, people should be able to tell if the link will take them closer to the desired information.

[3] Formerly Xerox PARC.


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