Information Scent
Users trace clear cues, labels, icons, microcopy, that signal payoff and effort costs as they navigate your product.
Definition
Information Scent is the instinct users rely on when scanning interfaces for cues that signal the relevance, value, and effort required to reach their goal.
Derived from cognitive psychology and the concept of “mental foraging,” it’s about perceivable signals, like link labels, icons, and brief descriptions, that guide users through complex digital environments.
When those cues are strong, users stay engaged and confident. When the scent is weak, they wander, hesitate, or abandon tasks, wrecking conversion and retention.
Real world example
Think about Airbnb’s search filters. Each filter label (“Price”, “Amenities”, “Location”) clearly signals what you’ll adjust and the outcome you’ll see, so you don’t waste time guessing where to click next.
Real world example
Information Scent is critical in user onboarding flows where you need to clearly promise next steps, on crowded pricing pages to guide prospects toward the right plan, and within complex navigation menus, ensuring each link label or icon accurately conveys what’s behind it. Weak cues anywhere can cause confusion, hesitation, and drop-off.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Audit link labels: ensure they describe the result, not the action.
Use concise microcopy to preview what users gain by clicking.
Pair icons with text for clarity, not decoration.
What are the key benefits?
Everything you need to make smarter growth decisions, without the guesswork or wasted time.
Avoid generic labels like “Learn More” or “Click Here.”
Don’t hide essential actions in vague dropdowns or hamburger menus.
Steer clear of jargon that only experts understand.
Frequently asked questions
Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.
How do I measure Information Scent on my site?
Run tree testing or card sorting sessions to see if users can predict where labels lead. High misclassification rates indicate weak scent.
Can A/B testing improve Information Scent?
Absolutely. Test alternate labels, icon/text combos, or microcopy to see which version guides more clicks and reduces drop-off.
Does too much scent ever backfire?
Yes, overloading users with verbose labels or redundant icons clogs scanning. Aim for crisp, essential cues only.
Should mobile UI follow the same scent rules as desktop?
The principles are identical, but limited screen space on mobile demands even tighter, more visual cues, icons paired with ultra-brief text.
How often should I revisit my Information Scent?
Regularly. Every major feature launch or redesign is a red flag to re-audit your cues, because user goals and language evolve over time.
Smell Out the Leaks
Weak cues are conversion killers. Run your navigation and labels through CrackGrowth’s diagnostic to pinpoint where users lose their scent, and fix it fast.