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84% of Online Shoppers Don’t Browse

According to this article by Anne Holand from Marketing Sherpa, a huge 82% of shoppers will not browse your homepage.  No matter how enticing a website may appear, they will head straight for navigational elements such as nav bars and search boxes.

The article presents the results of this study and depicts the majority of shoppers as “male shoppers in the real world”.

“You know how men are… they treat going to most stores as a Prcurement Expedition .  They enter with their shopping goal firmly in mind, glance about quickly to establish which aisle the item is in march down the aisle looking neither right nor left, grab the item in question and then march firmly to checkout and exit”.

In light of the study’s evidence, the article then goes onto say how webmasters can improve navigation, internal site search and a catagory pages’ conversion capability.

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