key objective for your commercial Web site is not just to attract people
to the site but to encourage them to stay. If you
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Make navigation on your website easier
A key objective for your commercial Web site is not just to attract people to the site, but to encourage them to stay.
If you make it difficult for people to move around your site and find information, not only will they move on quickly, but the chances are that they will not return. It is up to you to make it easy to navigate around your site.
Here are a few tips on easy navigation for your visitors:
One good source of information on Web site navigation is the book "World Wide Web Marketing" by Jim Sterne, President of Target Marketing of Santa Barbara, CA. He also includes details on using on-site search engines to help your visitors to find their way to information on your site. All in all, one of the best books we've encountered recently on Internet marketing (and we're not on commission, honest!)
Remember, Internet marketing in general, and Web marketing in particular, is initially all about pull-marketing rather than push-marketing. You have to attract people to your site, rather than going out and inviting people onto your site. But once you've got them there, make it an easy and enjoyable experience for them so that they will not only stay to explore the information you are offering, but will return for more.
If you want to look at ways of using 'push-marketing' have a look at our archived article on Outbound Internet Marketing by IBM's Tom Vassos