Marketers looking to boost their traffic and increase revenue need to focus on the usability of the site, according to Darpan Munjal of Practical Ecommerce.
"Are visitors able to effectively navigate to find what they are looking for and then finally buy the product, once they are on your site?" he asked of website marketing services and others.
In the online world, he added, many retailers do not pay enough attention to having user-friendly web pages.
He said there was the misconception, particularly among small and medium size businesses, that usability research is just for big companies.
But he added that there are some effective methods available to improve usability, such as paying a small fee to a group of reviewers to get honest feedback.
His views matched those of Graham Charlton, writing on the Econsultancy blog, who observed that digital companies may profit from concentrating on the fold on a webpage, as the area above it is "the first thing visitors to your website will see".
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