What is an Informational Cul-de-Sac?
Too many websites expect the user to read the content to the bottom of the page but then provide no further action.
A Cul-de-What?
Cul = slang for bum
De = of
Sac = bag
Therefore we can translate Cul-de-Sac to Bum of Bag (or bottom of bag). It’s a deadend. In town planning if a car drives into a cul-de-sac the only way out is to turn around. In terms of web usability you don’t want to do this, there should be a next natural step or a choice of avenues for the user to pursue.
Let’s take a look at an example on the Univesity of Oxfords lovely new website.I’m on the Computer Science Undergraduate page and after reading the text I get the typical informational cul-de-sac:
So now they’ve caught my attention with all that copy what can I do:
- Go back to the top of page
- Print the page
- Recommend it to a friend
What about applying for the course!? Surely that’s a better action than returning to the top of the page.
Keep It Simple Stupid
As an information architect you need to get your user from A to the conversion point in the fewest number of steps and as easily as possible. Too many designers and IAs are focussing on the top of the page (above the fold line) and neglecting the all important foot of the page.
Next Steps
- Contact David Sealey to see how we can help you
- Read more about Quba’s online services
- Get our free report on Social Media Marketing entitled what’s in it for you! Download here.
