That adds disappointment and confusion to the mix.įinally, as a standalone link, the lack of descriptive keywords is a serious problem for accessibility. Worse, when they do point to the same page, users may waste clicks and be disappointed to discover that the same page is provided. Once again, uncertainty and cognitive strain have a negative impact on the user experience. If a webpage has several Learn More links, users may wonder if the links point to the same page or to different pages. Some may resort to page parking for evaluating unclear links. That feeling of uncertainty can cause users to hesitate and shift into a state of cognitive strain. It creates uncertainty, because users don’t know what to expect if they click, or whether it will be worthwhile to wait for a new page to load. The phrase is most dangerous when used alone because of its ambiguity and poor information scent.
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Does the link go to a full page dedicated to the topic? Or does it lead to a landing page where the user will have to choose from a dozen other links? Does it point to an external site or an app store? These are all questions that an informative link label can help answer. However, even in that situation, there is often ambiguity about the scope of the link. Descriptive text does help clarify and set expectations.
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Remember, this article is about how to do better. Let us first acknowledge that if the text that precedes the link makes it obvious what’s to come, then a Learn More label isn’t devastating to the user experience. For that final part, we recommend you have a writing utensil handy, because, yes, there will be a quiz. You’ll even have a chance to try rewriting labels yourself. Then we’ll explore how to figure out what to say instead, with examples of sites that have done it well. We’ll first look at why this phrase is problematic when used by itself, and why it’s worthwhile to be more descriptive. This design pattern is definitely beneficial on mobile, and our article is a critique of the link label only, and not of the general practice of deferring less important content. When users decide they want more information, they can tap a link or expand an accordion to get to the less important content.
That is, instead of making all the details available by default, headings and short paragraphs provide an easy-to-scan, digestible overview of essential content. The proliferation of Learn More links is likely mobile driven: mobile-optimized sites are getting better at deferring secondary content.
Below is an example of what we’re talking about: : As a standalone label, Learn More lacks descriptive keywords to help users understand what to expect from the next page. Most of you have surely seen this pattern. Usually, these links are not the main calls to action on the page, which partly explains why this copywriting detail doesn’t get as much attention or A/B testing as other calls to action. (A Google search finds 1.4 billion instances of this term, though some admittedly might be from proper use of the term in general content.) Typically, these links are placed after a short paragraph that briefly introduces a topic, feature, or service, so that the Learn More points the visitor to the detail page. The web now has an abundance of links with this generic label, largely tacked on to information of secondary or tertiary importance. Much like low-contrast text, the use of Learn More as a standalone link label has been quietly trending.
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