Image of Amazon conversion journey

Information Scent

Definition:

The information scent is the extent to which a person can predict what they will find if they follow a certain path on a website. The phrase is part of information foraging theory. For conversion it is often used to assess the ability for a user’s attention to be kept on a specific task or goal based on visual clues on the site.

Image of Amazon conversion journey
Source: Amazon.co.uk

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Usability testing – How to do usability testing to improve conversion.

Card sorting – 6 top card sorting tools to improve website navigation.

 

Digital Marketing and Insight