Good stuff there, but her point #3, eliminating "click here" is misinformed if you're transacting commerce / leads / etc.
I see her point for content sites, but one of the easiest ways to lift action conversions is to add "Click Here" to your link / button / etc.
Two reasons this works:
a) Most people recognize that underlined text is a link, but a signifigant proportion do not.
b) Adding clear action-oriented verbiage drives conversion increases nearly every time - people want to be told what to do next and the clearer it is, the higher your conversions.
While your (a) point might be true, the 'click here' response is not the optimal solution. If the user can't work out that they can click on the 'thing' to get where they need to go, you need to redesign the 'thing'. If your audience doesn't know to click on a underlined link, then change it to something they will click on.
I just visited a site not 10 minutes ago which had big, coloured boxes with descriptive text as to what was behind them. I couldn't click on anything in the box, but right down in the lower corner was a little 'click here' link. Why didn't they just make the whole box clickable?
I see her point for content sites, but one of the easiest ways to lift action conversions is to add "Click Here" to your link / button / etc.
Two reasons this works:
a) Most people recognize that underlined text is a link, but a signifigant proportion do not.
b) Adding clear action-oriented verbiage drives conversion increases nearly every time - people want to be told what to do next and the clearer it is, the higher your conversions.