Focus on what you want the visitor to do

Increasingly, experts are suggesting that you focus on getting your website visitors to do the one thing you want them to do, rather than impress them with the breadth of options you offer. Having built up a successful online publishing venture myself on precisely this principle, I find that most gratifying. Analysts amongst you will be interested in a recent study which compared the ability to "find a camera which you like" on the Argos, Comet, eBuyer and Currys websites, discussed in Argos beats competition with user-friendly web design on the E-consultancy blog. Click through to the PDF report in the article, and have a read. It's fascinating stuff.

Published on 27 August 2008