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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Information Architecture and Navigation

One of the key things a website has to do is provide its visitors with clear and easy ways to find content. The guidelines in this section will help you to improve navigation and information discovery.

Offer Multiple Navigation Methods

Complex websites may need to provide multiple ways to navigate because visitors look for products and information in many different ways. For example, some visitors make use of header navigation functionality, whereas others prefer to make use of internal search tools or guided wizards to find what they are looking for. So don’t emphasize or rely on just one navigation method—you will be doing a disservice to your visitors.

Provide Internal Site Search Tools

If website visitors ...

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