Information scent (information foraging)
People follow cues that predict whether a path is worth the effort, and abandon it when the ‘scent’ weakens.
Where it applies
Five of the eight page areas.
HomepageAlso applies CategoryAlso applies SearchMainly here ProductAlso applies CartNot typical CheckoutNot typical Post-purchaseNot typical
It also applies sitewide, on every page. See everything at work on Search pages
How to use it
Four ways to put it to work.
- Put query-matching words in result titles.
- Show key attributes, price and a thumbnail on every result tile.
- Show the category scope in autocomplete rows, such as “in Radiators”.
- Label filters in the shopper’s own words.
What the research found
A model of how people search, not a single measured effect.
A way of thinking about search, not a measured effect.
A theory with computational models of how people allocate effort across information sources, not a single measured effect. In lab experiments, Blackmon and colleagues found that rewording headings and links to strengthen their scent fixed the navigation problems the model predicted.
Key research
Three sources, each checked.
Last reviewed
Pirolli & Card (1999) Information foraging Psychological Review Read the source Budiu (2020)Industry Information Scent: How Users Decide Where to Go Next Nielsen Norman Group Read the source Blackmon, Kitajima & Polson (2003) Repairing usability problems identified by the cognitive walkthrough for the web ACM CHI Read the source
Before you use it · UK law
Cues must be accurate; misleading tile content is a misleading practice.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.