Information Scent
Information scent refers to the strength of relevant messaging throughout a website's whole customer journey. Visual cues and text help visitors form an impression on what a website is all about.
A strong information scent is important in creating a sense of comfort and trust for users. Scents should be consistent, clear, and unobtrusive. A strong scent is important for moving users through the user journey so that they are completely satisfied with their purchase.
How An Information Scent Is Used
Effective, consistent messaging is crucial to any marketing campaign. This kind of messaging is found throughout a purchase journey from the ad to the conversion page.
The user needs to be exposed to similar keywords, visuals or other clues that indicate they are heading in the right direction. Navigation should help users predict what they're about to see so that they can take action based on the messaging they're exposed to.
If the website's navigation is unclear, users won't know what to do with it and will be prone to becoming frustrated. This can lead to a lower conversion rate and an inability for the visitor to achieve their goal.
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