What use is a high volume of traffic if nobody wants or buys anything from the producer? If there is a total of 5 customers in the shop and all 5 can be moved to buy something, then that is good. But what use are 10,000 if they just take a quick look in and go back out?
Above all, why do we not use interactivity in a medium which is called the interactive medium par excellence – namely the web? We tend to concentrate on making the Interface visually as attractive as possible, then concentrating on search engine marketing to increase the visitor numbers. This often enough results in high visitor numbers, but mainly one time visitors.
Since IB involves both areas, interaction with the medium itself and human interaction are both improved. Ranging from navigation, links, buttons etc. to contact forms and newsletters.
If a salesperson only managed to get 5% of the potential customers to make a purchase, the company would soon be out of business. So why do we put up with this on the Web?
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© by Alan Ross @ Tojio, 2008