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Once you get visitors to your site, you will want to help them find the product or information they need as quickly as possible. Fast loading pages and easy navigation are solid foundations, but it is a good idea to also include a search box on your web site. This will enable even the most impatient visitor to find what he or she is looking for in just a few keystrokes. Site analysis tools can help you gauge how effective your site is performing these functions. If people consistently click through to a certain page and then click off, you may want to consider split testing or changing your site design.
|Jennifer Mathes, Ph.D.|