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When scanning search results, the only things that users have to decide which one to click on is its position in the rankings, the text of the link and the snippet of text displayed.
You wouldn't let the Royal Mail decide on the text of a piece of direct marketing so why let Google decide what text to display on these critical three lines?
The Guardian continued the redesign of its site this week, unveiling a new look to the navigation as well as dropping the 'unlimited' from its name.
Using print advertising to drive traffic to online properties is a great example of integrated marketing.
Except when the consumers can't access the site.
Free delivery offers are the main driver behind online shoppers' purchase decisions - more so than even their site experience, a new study by ForeSee Results has indicated.
The company surveyed more than 10,500 visitors to 30 top retail websites in the UK to find out what drives site traffic, sales and satisfaction.
Over a third (34%) cited free delivery as the most important factor in their last purchase decision. A positive site experience was the only other thing mentioned by a significant amount of respondents (15%).
An effective and easy to use navigation system is essential for any site and can be the difference between making a sale and losing a customer.
The navigation should be easy to find and use, and should work consistently across the site. Make users work too hard and you risk losing them to another, more usable rival.
Here are some checkpoints for making your navigation more effective:
Many companies have invested heavily in the past twenty years in loyalty schemes, particularly in the retail and travel markets.
But recent research has suggested that this has had little impact - with only one in four UK consumers professing strong loyalty to their favourite brands.
More interesting are the regional variations the research uncovers, with strong loyalty at 33% in the Tyne Tees area but only 20% in Scotland. Why is this?
When Hitwise published its Hot Shops List of the Top 50 Online Retailers in the UK, I leaned back from my screen and thought what does it all mean?
Strip out travel, IT and services, and you see how online performance still doesn’t correlate with organisation size, market share and buying power.
Mydeco.com is an interior design website which aggregates products from 500 retail partners, including Marks &Spencer, John Lewis, and Argos.
Shoppers using an e-commerce site have two main ways of finding the exact product or service they want – the navigation bar and the search box.
While many sites have great navigation, there are plenty whose search options return some pretty poor results.
The web is a tough place to sell services. Results are quite easily measured and people will only buy things that are clearly worth their money.
Can eye-tracking stand that test?
Many online retailers must work harder to create a more personalised and interactive experience which does a better job of reflecting their brand, writes Aliya Zaidi.
There used to be an 'eight second rule' that predicted how long users would wait for a web page to load before abandoning their efforts and heading off into the sunset.
But this has since come down, with Jakob Nielsen telling E-consultancy recently that the reality is now closer to one second.
With increased connection speeds, users expect pages to load almost instantly and many will hit the back button if they feel they are being kept waiting.