There’s no magic bullet for a great experience on the web, but there is one simple thing to entice people to dive into your website:
Tell people what they will get. Don’t use buttons that say “Learn More”.
C’mon, you’re creative! Be a little more descriptive with your buttons and links.
“Learn more” tells people they have to take an action — set some time aside — if they want to even consider what you have to offer. You’re telling people from their very first impression to tie up their track shoes and get ready to jump some hurdles.
“Learn more” is the unskippable tutorial at the beginning of a video game. “Learn more” is the “please listen carefully as our menu options have changed” of the web. It’s a waste of your visitors’ time and it frustrates them because they have to spend more time and do extra work. You didn’t create delight; you’ve instead told them there’s a barrier before they can get to what they might want. (They don’t even know if they want it yet.)
Your visitors will probably make up their minds whether they’ll explore or bounce based on the first page they see. We already know they don’t want to read. Why, then, make it difficult for those visitors to get what you have to offer?
Join.me wouldn’t be the service it is today if conference call hosts in a last-minute scramble for a free screen-share application were instructed to “Learn more” instead of “Start Meeting”.
What would be on the other side of the Stripe landing page if they had a mysterious “More information” button instead of an actionable “Explore the Stripe Stack”?
What if someone wanted to send a gift quickly but was asked to learn more about Giftrocket before they could simply Send a Giftrocket?
Be descriptive and actionable with links and buttons. Find alternatives to vague, lazy “Learn more” and “More information” buttons. Have people explore. Have them get started. Have them download a resource. Have them calculate their savings. No more passive verbs like view or learn.
Of course, if you’ve determined that there’s no way around the dreaded “Learn more”, it’s probably time to take a serious look at your content and functionality to make sure it actually provides visitors with value.
About Steve Luvender
Steve Luvender is a Senior User Experience Designer at Liquid Interactive, where he works with organizations to design and implement solutions that delight people and create business results.