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Definition:

Information foraging theory is a model of how people search for information. It is derived from optimal foraging theory which is a model that predicts how an animal behaves when searching for food.

Foraging theory is based upon a cost-benefit evaluation where cost is the amount of resource consumed to achieve a goal. Information foraging uses an analogy of an animal deciding what to eat and exploring where it can be found, the most effective way to obtain it and how much energy the meal will provide.

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.

 

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