Read almost any list of “top 10″ usability mistakes and you will most likely find a warning about using jargon. This is one of the first usability issues I learned about in college when I was studying (jargon warning) Human-Computer Interaction. But like most usability rules, this one does not apply in all cases.
Enter Rockstar Group, a management consultant firm that goes out of their way to use marketing jargon — many terms coined by industry leader Seth Godin. Their website includes terms such as “The Dip”, “Magic Quadrant”, and “Tribes”, with no noted definition or explanation. What’s interesting about these terms/phrases is that Rockstar uses them to their advantage, weeding out users who most likely don’t fit the audience they are targeting. If you don’t understand what “The Dip” is, you would likely be wasting both your time and their’s by contacting them. They don’t want to educate their clients on these terms and ideas, they instead focus on simply providing results. Rockstar Group’s ideal clients already know these terms, and are therefore more likely to be in line with their business philosophy. Users who don’t know these terms will likely be confused enough to not contact them, disqualifying themselves from the targeted group.
The lesson? You know those times when are contacted about your product or services by people who are simply not a good fit? That’s most likely your fault. Use your website to help those people eliminate themselves as a potential client before they bother to contact you. Rockstar Group found a way to speak to their real target audience in a meaningful way, while making it clear to other site visitors that they would not likely be a good fit for the services they provide.
My suggestions are simple: kill the Ajax and allow for easy switching between accounts (like this 
