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From the author of Mistake 10: Disorientation and Dead Ends

Mistake 10: Disorientation and Dead Ends

There are plenty of websites where I arrive and my overall feeling is, "Huh?" Unless I have a really good reason to be there, my next reaction is generally to click away. Ideally, it should be clear to users immediately what your website is about and what they're supposed to do there. If they get disoriented or come to a dead end, they'll leave. Don't let that happen. At every point in the user's visit, suggest specific actions they should take. At the end of an activity, take users to a new one. Make sure that your website activities are open enough that they can't get "used up." A user should theoretically be able to keep going forever.

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