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Chapter 7. Clicking It Together

Chapter 7. Clicking It Together

Now you’ve seen them all—browsers, evaluators, transactors, and customers—four users that I hope will change how you view your web site. Now that you understand each of these users, it’s time to bring them together and show you examples of sites that effectively reach these different users and funnel them toward transacting.

This chapter will take a look at sample sites for each of the six verticals that have been used throughout this book. The sites chosen are each persuasive in their own right, but keep in mind that what works for one type of site might not work for others. You can also learn from other verticals—don’t just limit yourself to reviewing the site that’s closest to yours. Your site might span multiple verticals, depending on various subsections of functionality. (For example, a bank’s web site might fit well under financial services, but its online banking component could leverage principles from the online services vertical.)


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