It’s hard for me to grasp that in 2013 we still need to talk about “click here” as a hyperlink. (Just say No!)
Look at this promotional email from Top Food & Drug:
Where do your eyes land?
Those two bold and red “click here” links along with top-foods.com and Contact Us … right?
Ask yourself: why might a customer be reading this section of an email about promotions?
Here are some questions she might have:
- What are the dates for the sale?
- How do I unsubscribe?
- How do I change my email address?
- Why am I receiving this email from Top Food & Drug?
The questions are answered in the email, but with a heavy cognitive load. This is a friction-full, not friction-less, experience. (A cynic might say the friction is intentional because it makes it less likely that the customer will leave.)
How might this information be presented in a more customer-focused manner, one that helps her quickly answer her questions?
- Make the type darker; that light gray type has very little contrast.
- Make the hyperlinks meaningful; use key words and verbs and ditch “click here.” Not only is “click here” meaningless for people using accessible technology, it’s meaningless for anyone scanning a page looking for trigger words, words than complete the task. As this example shows, hyperlinks are signposts; craft them well.
- Chunk (make it scannable) the copy.
Here’s one possible rewrite that is scannable (key chunks of information as bullet points) with actionable hyperlinks that answer reader questions:
- Prices effective 9am March 27 – midnight April 2, 2013.
- Change your TOP Connection settings or unsubscribe from these emails.
- Please direct any questions or comments about our service to our Contact Us page.
How else might this be redesigned or rewritten?