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FutureNow Article
Saturday, May. 1, 2004

Sweating the Small Stuff

By The Grok
May 1st, 2004

Three ways to make sure the details always keep your visitors moving forward in your sites persuasive architecture.

Sometimes it’s small stuff. Actually, all too often it’s small stuff. Details. Things you think are no big deal. But when it comes to your conversion rates and that ROI pot of gold, little things can have a big impact. Contrary to that popular book title, if you are looking to do better, you really really do need to sweat the small stuff.

Here’s the question to keep in mind: From any single point on your Web site, how do you keep your visitor fully engaged and moving forward in the process? Do you remove all the dead ends, unnecessary navigation loops and nonproductive pit stops?

No? Then here are three ideas to get you started.

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