The Critical Website UX Concept Every Marketer Needs to Know

In this episode of Websites Decoded, Phil breaks down the concept of information scent, explaining how it originated from research at Xerox PARC and why it's essential for B2B website performance. You'll discover the most common mistakes that kill information scent, including using brand names in navigation instead of product names, relying on internal jargon, and choosing vague terms like "solutions" over clear language buyers actually understand. Phil also explores how AI is changing the landscape and how you can use it to test whether your website copy makes sense to your ideal buyers. If you want to improve your website's user experience and stop losing pipeline to confusing navigation, understanding information scent is essential. This video gives you practical, actionable insights to audit your own site and make immediate improvements. 0:00 - Intro 1:08 - What is information scent? 2:05 - The impact of information scent on website performance 8:23 - Why buyers skip cryptic product names 15:02 - Removing duplication from navigation 17:31 - How AI is changing B2B website research 19:12 - Using AI to test information scent 22:03 - Outro