Ensure
a quality experience for all customers with variety
of needs
Easy, clear and consistent navigation.
Clearly differentiate between
‘customers’ and ‘prospects’
Appeal to different types of visitor:
Trackers
Hunters
Explorers
The result will be
simply laid out pages on which viewers can quickly pick
out the areas relevant for them
Make it easier for customers to achieve their
goals by:
a) ensuring that different types of online content
are clearly differentiated (in the eyes of the customer)
b) simplifying the layout of pages so customers
can find what they need or are looking for more quickly
and effortlessly
c) making best use of the space available
Provide personalised experience on return visit
The effect of this will be a more satisfactory
online experience for prospects and customers, more
positive impressions of the site, greater likelihood
of making a purchase and more likelihood of repeat
visits and purchases.
Customers are
more successful at finding what they are looking for
when they feel confident that are likely to find it
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