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Chapter 1. Getting Users to Click > How the Web Is Different

How the Web Is Different

The elements of influence discussed in the preceding sections give you good insights into how to persuade people to act. Despite the cliché, however, the web is different. The web is unique because it is an interactive medium in which users have the control. As we design for this relatively new medium, we must understand the context of how users interact with the web.

Users Can Go from Start to Finish

One of the empowering capabilities of the Internet is that it can support users throughout the decision cycle. Users can identify their needs, learn about products and services, investigate details, and execute a transaction without having to drive, phone, or sign a check. The expectation for users is that a web site should be able to help them no matter where they are in the decision-making process.


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