The cause of most confusing menus and links stems from organizational language and thinking. Take, for example, the FAQ. Over the years, I’ve found that most customers don’t know what a FAQ is. That certainly surprised me because I thought everyone knew that FAQ meant Frequently Asked Questions, just like everyone knows that the logo links to the homepage.
However, the FAQ has a deeper problem. From a customers’ perspective it is essentially a useless link. It is a classic example of organization-centric language.
I tried to renew my TV license recently and was offered two choices: General FAQs and Online Service FAQs. Which should I choose? On another website I was given two different choices: Frequently Asked Questions and Most Frequently Asked Questions.