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

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Shoppers vs. Customers

There's a difference between shoppers and customers. Shoppers are browsers, searching for information on products and services. They may or may not become buyers. That's why measuring the number of clicks on your site may not lead to profitability. Lots of browsers or even a few shoppers clicking more than once can wreak havoc with your statistics. The only way to accurately measure a current customer is by her level of purchasing.

Shoppers have the potential to become customers. The lasting value is gaining the loyalty of a customer for repeat purchases. You will need to assign targets to each in your investment model. And don't forget to examine your potential customers in the same way that you evaluate your existing ...

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