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Chapter 3. Evaluators

Chapter 3. Evaluators

As you learned in the preceding chapter, a browser comes to your site just beginning to look around, window-shopping to see whether you’ve got anything worth sticking around for. Evaluators are people with more intention: They are the ones who make decisions while they’re at your site.

This chapter focuses on the techniques you can use to help evaluators make the decisions you want them to make on your site. Evaluators need to decide which product to buy, whether they should use your service or whether they should contact you.


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