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The Digital Revolution by Alan Charlesworth

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Making It Easier for Customers

If you visited a retail outlet and spent 15 minutes walking around in a vain attempt to find what you came in for, you would be unlikely to become a customer. The store’s navigation and usability would have failed, and these two attributes are equally valid—and important—on-line.

Surfing the website

As with any direction-finding exercise, on-line navigation refers to the ease with which visitors find their way around your website. Remember that many visitors will find your site using a search engine, so they might not arrive on the site’s home page. This makes it essential for the navigation to be clear on ...

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