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From:
Nielsen Norman Group
(Uncensored)
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Information Scent: How Users Decide Where to Go Next - NN/G
https://www.nngroup.com/articles/information-scent/
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When deciding which links to click on the web, users choose those with the highest information scent — which is a mix of cues that they get from the link label, the context in which the link is shown, and their prior experiences.
