Don't Make Me Think - A Common Sense Approach to Web Usability."Krug's Second Law of Usability says that it doesn't matter if users have to click a lot, as long as they don't have to think about what they're clicking. That's what Steve Krug said in his book "
I think Krug means that your website visitors will eventually find what they want because they'll keep clicking things on your site. I'm not at all sure that Krug is correct. My experience has been that website visitors give up quickly if they don't find what they're looking for after just a few seconds. So I believe that you'll sell more software if you make sure people understand what they're clicking.
Your website visitors won't understand much of the tech talk that appears on so many developers' sites. And they won't understand some of the abbreviations and acronyms that many microISVs use.
My advice is that you take the time required to carefully design and write a sales presentation that provides a straightforward pathway for all of the groups of end-users that you're targeting.
- by Al Harberg, the Software Marketing Blog guy