Good copywriters know the moment you confuse a potential customer with overly complex or non-essential information, you risk losing their attention.

And if you lose their attention, you lose a potential sale.

The same holds true for web sites.

If visitors are confused by the content or navigation of the site, there is a good chance they will leave the site.

And that's why I'm continually surprised when major web sites confuse visitors by using non-standard phrases for common functions.

For example, a major real estate site uses the word 'refresh' instead of the word 'search' for the search button.

How many visitors will know 'refresh' means 'search' on that site? On another site, 'go there' is used instead of a 'search' button.

Again, how many visitors will know that 'go there' means search?

To avoid creating this kind of confusion on your web sites, use navigation words and phrases visitors expect to see.

Don't confuse them, else you will lose them.