The IKEA content trap

If you're not a fan of IKEA, the two mile walk past cut-price cafetieres, flat pack bunk beds and plastic lampshades to find the one thing you came for is enough to drive you nuts.

Their hope is that without a clear route to your destination, you'll pick up a trolley-load of things you never planned on buying but for many of us, ten minutes in and we've had enough.

Michael Steltzner, author of whitepapers for companies such as Microsoft, HP and FedEx, makes a nice analogy between this type of shopping experience and web content.

If you don't get straight to the point, or at least show readers where to look, they'll decide they've had enough too – except they won't have to negotiate dining furniture to get away.

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