Internet in Business mentor Jakob Nielsen responds:
When I started working on online communication in 1983, I knew the Web would be a reliable medium for information. But these days, people don't trust most of what they find on the Web. They scan through headlines instead of reading the whole stories. They are reluctant to divulge personal information. They feel like they are being sold and suckered, not informed.
You need to give your Web users a good experience without trying to corner them into a sale. People will return to a site that is valuable for them. Building these relationships will bring you more loyal customers over the long term.
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