Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability

by Krug Steve

Some sites hide pricing information in hopes of getting users so far into the process that they’ll feel vested in it by the time they experience the sticker shock. My favorite example is Web sites for wireless access in public places like airports. Having seen a “Wireless access available!” sign and knowing that it’s free at some airports, you open up your laptop, find a signal, and try to connect. But then you have to scan, read, and click your way through three pages, following links like “Wireless Access” and “Click here to connect” before you get to a page that even hints at what it might cost you. It feels like an old phone sales tactic: If they can just keep you on the line long enough and keep throwing more of their marketing pitch at you, maybe they can convince you along the way.