Synopsis – Usability is a huge factor in how successful your website will be, but it’s something that too little attention is devoted to in far too many cases. A webmaster may think that if a user is really interested in the product or service he has to offer, they will struggle through whatever usability challenges are in their way in order to make their purchase. Alas, that is far from reality. Even small barriers in the way of an easy and stress-free purchase can cause a potential buyer to abandon the site and look for another business from which to order the product of their choice. Furthermore, that tipping point of abandonment can occur at any point along the path and involve any part of the process, from finding out initial information all the way to final shopping cart details.
Usability expert Kimberly Krause Berg, in her article “Your Secret Online Marketing Tool: Website Feedback,” tackles the issue of website feedback and the role it plays not just in usability but in helping ensure overall business success. She discusses ways in which you can get extra mileage from feedback collected (or received directly) from your online customers, using that information to improve your site and boost your actual site content. Considering feedback from a collection of different viewpoints, Kimberly’s article provides specific tips for turning website feedback into promotional material and to enhance your site overall.
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