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Figure 2-14. Navigating the National Cancer Institute.
Recently, when I advised Polar Bears International, this pattern unfolded once more. Their site
relied solely on main navigation. Their top level categories - programs, research, education -
weren't bad. But there simply wasn't enough infoscent for people or search engines to follow.
So after rejiggering the main nav, we added topic and format. Instead of a “browse by topic”
link, we exposed its content, and the same for format. Very few users would click “browse by
format,” but since everyone loves polar bear pictures, the image and video links became really
popular. These changes led to a 39% increase in visits to the site the very next year.
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