Note that not only is the new link on the NCES page in Figure 12-7 more specific, it also starts with a verb. Verbs imply "doing" and much of the web is about "doing."
In a study by Ann Chadwick-Dias and her colleagues at Fidelity See Chadwick-Dias, McNulty, and
Investments, web users, especially older adults, hesitated to click on Tullis, 2003.
links that were single nouns, like Accounts. When the Fidelity team changed the links to action phrases, like Go to accounts, web visitors of all ages were less hesitant about clicking on those links.
Consider the different links from the Chicago Sun-Times in Figure 12-8.
Do you find the links that start with verbs easiest to understand?
Home closing prices Compare closing prices for recent home purchases in the Chicago area.
Set up a portfolio to trackyour stocks and mutual funds.
Delively guide Find all of the restaurants that deliver to you at work or at home.
' Biiv.hhI sell tickets
Mobile edition Subscribe to the Sun-Times mobile edition and get the top stories delivered to your PDA every day.
Careei connections Find a job on the Chicago Job Network
Is "Delivery guide" Would it be better if it were immediately obvious?
"Find restaurants that deliver"?
Photos for sale Buy Sun-Times photos.
Figure 12-8 Action phrases (starting with a verb) make it easy to understand links that connect to what people come to the web to do. www.suntimes.com
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