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Your visitors found and entered
your store. Now they start looking for an article or service they want to buy.
Thee are several ways to do so:
Browsing
Browsing
is obviously not very time efficient, but it can be pleasant and
gives visitors a feel for the quality of the articles or services in the store. So
when they finally find it, they will have an excellent idea of what
they can and will get. Visitors may also find solutions to a problem
that is a little different from what they were looking at in the
first place. They may, however, get distracted or simply run out of
time before finding what is needed. In addition, the experience may
be frustrating and rather unpleasant so they give up before finding
what they want.
Following
Signs
Some people don't have much time. They like to use
signs. Good signs tell them exactly where they are, where they go and how to get there.
They can figure it
out quickly and productively.
Asking
for help
Some
people don't want to figure out anything. They prefer asking for
help. A really good customer service person takes them to the place
where the requested item is located.
Web
Design Considerations
So when people visit your site, some will browse, some
will follow signs and some will ask for help. Your site must accommodate all three
behaviors if it wants to be successful:
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For
browsing to be efficient, you must offer lots of information,
package it pleasantly, and organize it in a way that the information
leads from one point to the next.
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For people that follow signs,
you have a navigation system that is clear, organized, visible
and inviting.
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For visitors that prefer asking for help, you have to
provide search functionality that is easy to use and takes the
visitor right to the information they need.
Once visitors have found the information they
are looking for, they are ready to judge if it really suits
their needs, if the price is right and if they trust its
performance. Then they decide whether they will buy or not.
Get Help
Give us a call
or send us an email
so we can help you position your business in cyberspace.
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