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Cognitive fluency is simply a measure of how easy it is to think about something.
People prefer things that are easy to think about to those that are hard.
According to psychologists, Cognitive fluency serves as a short cut in a world
where lots of things fighting for our attention and we have to quickly
sort out which are worth checking out.
In designing for the online world, words that well received or easily understood are the winner
Considering this copy "Webinars" and "Online Training", which makes more sense to the vistors? Which one make you click?
An A/B Test results shows that more people click on "Online Training"
Other things being equal, things (words in this case) that easier to mentally process tend to be more well received.