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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Usage Behavior

We've examined shopping behavior, lifestyle, demographics, and other factors that influence customer purchasing and loyalty. How products are used, at home or in business, may also have an impact on web-based shopping. For instance, if a web designer knows that a customer routinely purchases a spare product in addition to a regular order, he may bundle two products together or offer an online reminder. If segment data confirm that most customers purchase two products together, a promotion may be offered to customers still purchasing the single item.

Historical purchasing data will be useful to monitor usage behavior. The best way to thoroughly understand customers and how they use the products they purchase is to visit representatives ...

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