The Right Trigger Words
Spool — “In those tasks where the users didn’t find their target, they were far more likely to use the site’s Search function than in those tasks where the description words appeared on the home page. When the words did appear, users usually clicked on the associated links instead of using Search. In fact, when users did eventually go to Search, they almost always typed one or more of the description words as their search terms. It makes sense to us that users would use their description as their search term. This was when we realized the failed searches in a site’s search log are important clues to understanding the users’ trigger words.”