The role of content in self-service design

Quality content plays a critical role in self-service design. Often a small change in a link, heading or sentence, can lead to dramatically higher task completion.

First, a few definitions. By content I’m essentially talking about words; both the words in the text on a page and the words in the navigation and search results. During years of testing people’s attempts at completing tasks online we have found that the right words are the single biggest contributor to task success.

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