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December 06, 2005
An Outsider's Perspective on Your Web Site
Additional landing pages add additional complexity. I'm trying to help the business find as many stumbling blocks within their conversion process as possible - the whole process is actually about finding faults, which might be tough to hear. People want to hear they've done a great job. But I wouldn't be doing an assessment if things were going well. What I'm really after up front is all the low-hanging fruit a business can fix quickly to generate much-needed ROI - and these are fixes that will continue to pay dividends over and over.
An excellent example of navigation chock full of trigger words is Kinetic Fountains - it's a small site selling various types of water fountains. This site's navigation provides many different visitor types the ability to browse in their own terms. Businesses should make sure the site provides different navigation paths based on every different way a person may decide to shop or move forward
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Posted by Don at December 6, 2005 03:14 PM
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