CLARITY TRUMPS CONSISTENCY

Good taglines convey differentiation and a clear benefit. Jakob Nielsen has suggested that a really good tagline is one that no one else in the world could use except you, and I think it’s an excellent way to look at it.

The point is that every question mark adds to our cognitive workload, distracting our attention from the task at hand. The distractions may be slight but they add up, especially if it’s something we do all the time like deciding what to click on.

Timely content.

“What are you thinking?” (For variety, you can also say things like “What are you looking at?” and “What are you doing now?”)

only time we’re even vaguely aware that we’re doing it is when we can’t do it—when the visual cues (or absence of them) force us to think.

Good taglines are clear and informative and explain exactly what your site or your organization does.

In general, I think it’s safe to say that users don’t mind a lot of clicks as long as each click is painless and they have continued confidence that they’re on the right track—following what’s often called the “scent of information.

Unmoderated remote testing. Services like UserTesting.com provide people who will record themselves doing a usability test.